The Good Ick
With the rise of ‘the ick’ in dating, Gen Z has become the loneliest generation to date, and young men are taking the this to their self esteem. Hellmann’s relates to this; they know they’re a bit weird, but people love it anyway.
So, Hellmann’s creates a campaign breaking down ‘the ick’ and encouraging young daters to embrace their quirks and weirdness just like they did with mayonnaise.