As part of the 2025 D&AD New Bloods brief for Hellmann's, the Blue Ribbon Challenge is a campaign aimed at younger Gen Z and Millennial audiences, which brings back Hellmann's iconic Blue Ribbon as a symbol of creativity, community, and culinary excellence.
Positioning Hellmann's as the ultimate, must-have ingredient that takes everyday food to the next level, the campaign capitalises on modern cultural shifts like the rise in fandom communities and interactive livestreams, to curate an experience that captivates people, fosters participation and turns brand engagement into a movement.
The Challenge: Global Pop-Up Activation
The traveling pop-up brings the Blue Ribbon Challenge to life in vibrant food cultures around the world. With an engaging spin-the-wheel activation, participants take local ingredients and transform them with Hellmann’s. This inspires creativity and proves wherever you are, Hellmann’s can turn simple dishes into something amazing.
The Challenge: Interactive Livestream Event
For those who can’t make it to the pop-up, the challenge lives on through an interactive livestream experience. Each episode spotlights a different cultural region, reinforcing Hellmann’s as the go-to global ingredient.
Throughout the livestream, viewers have the opportunity to become part of the action, voting on key decisions and influencing the challenge in real-time. Much like a game show, these real-time interactions and a dynamic feedback loop, keeps viewers engaged and taps into Gen Z’s love for gamified experiences.
The Blue Ribbon: Digital/Physical
The Blue Ribbon serves as a defining symbol for Hellmann’s, instantly recognisable as a mark of quality, distinction, and trust. Tied around each jar in 1913, it set Hellmann’s apart as the premium choice by symbolising unmatched quality. Unlike gold which feels too flashy for a kitchen staple, the Blue Ribbon strikes the perfect balance between prestige and everyday accessibility. Bringing it back reintroduces the younger generation to Hellmann’s legacy, transforming it from a label, to a status you can earn.
Blue Ribbon Badges are earned by either participating in the challenge (via the livestreams or pop-up events), or uploading a Hellmann’s inspired creation online. The physical badge acts as a stylish way to express creativity, while the digital version is perfect for sharing on social media. This inspires creativity and integrates Hellmann’s as a part of everyday culture.
The Crew: Membership Kit
Blue Ribbon holders are officially welcomed into Hellmann's Blue Ribbon Crew, receiving a personalised kit containing their badge and exclusive merchandise. This membership kit features playful ribbon illustrations celebrating Hellmann’s versatility. Designed to appeal to younger audiences, this curates a sense of fun, belonging and being part of something bigger.
The Crew: Official Merchandise
The Blue Crew merchandise includes a colour-block hoodie which embraces Gen Z humour, and a graphic T-shirt with physical tieable ribbons, a homage to the 1913 icon. Both feature the “Blue Ribbon Crew” logo, celebrating creativity, self- expression, and personalisation.
The Crew: Gallery Site
Blue Ribbon Crew members are also spotlighted on the official Blue Ribbon gallery site, a digital hub showcasing the unique recipes and creations from across the global pop-ups, livestream events and social media uploads. A real-time collage of creativity, each post is marked by a digital Blue Ribbon, celebrating achievement and Hellmann’s global versatility, whilst fostering a vibrant, connected community.
