Unilever challenged five of its largest companies to reach a younger target market. Hellmann’s set out to be the first to tackle this challenge with the creation of a branded content program authentic to its core values.

With a traditional target market of moms between the ages of 25 and 54, Hellmann’s crafts its messaging around two key value points. First, Hellmann’s products elevate one’s food and mood by using the best ingredients. Second, Hellmann’s is an inspiring cooking ingredient and not just a condiment.

We created the online food-themed video series geared toward Vice’s 18-to-30-year-old male audience. The show follows the exploits of brother-chefs Eli and Max Sussman as they find the best food trucks in six culinary cities. The brothers learn about the food the truck prepares and then drive with them out of their comfort zones to see how their menus stand up in completely unnatural environments. Each featured truck was selected based on its dedication to using fresh ingredients and interesting use of Hellmann’s into its recipes. The series proves Hellmann’s theory true: the best food moments happen when you bring the best ingredients together…even in the most unusual circumstances.