Hellmann’s Unites Couch Coaches and Snack Fans

Hellmann’s has gone back on the field with a bold new play for football season. Hellmann’s has debuted a campaign that cements the brand’s status as a game-day essential—no matter what’s happening on the scoreboard.

Through this year’s campaign, Hellmann's celebrates the spectrum of football fans – from the diehard fan, to the “couch coach”, the new boyfriend that doesn’t know what is going on or the fair-weather fans who are just there for the snacks. What’s one thing they have in common, though? Their love for Hellmann’s Buffalo Chicken Dip.

Other dips try. This dip scores.

The new spot shows how Hellmann’s Buffalo Chicken Dip is the real MVP of any football gathering—turning watch parties into winning experiences. Yes, watch party faux pas are forgiven when you bring the best dip ever—the dip made with Hellmann’s.

“We’ve all watched football with The Football First-Timer—someone who doesn’t really know football. They’re trying their hardest, they really are—they’re just not necessarily succeeding. But if they brought the best dip in the world? (Made with Hellmann’s, of course.) Well, we’d probably cut them some slack,” said Dana Stalker, group creative director, VML.

A Full-Field Media Buy Across NFL and College Football

The campaign includes a robust TVC and digital video investment, complemented by a strategic mix of influencer content, paid social, and digital media. It will run throughout both the NFL and college football calendars, ensuring season-long visibility from tailgate to post-season.

From Big Game to Big Culture

• ‘Do Dip’ builds on Hellmann’s long-term strategy to make the brand synonymous with football season. Past campaigns have spotlighted:
• ‘Mayotivations’ with Titans QB Will Levis, encouraging fans to keep cheering for their teams - even the underdogs - through "mayo-tivating" quotes from Will Levis;
• ‘Will Levis No. 8’, celebrating the superfans of tailgate culture with a fragrance matching the scent of greatness;
• Five consecutive Big Game ads, including 2025’s ‘When Sally Met Hellmann’s’ with Meg Ryan and Billy Crystal
• And this season’s ‘House of Hellmann’s’ denim drop—fashion made for the football tunnel walk

Leaning into the intersection of football, food, and culture has allowed Hellmann's to scale their football presence to be more than the game – highlighting how people come together over food and other shared interests.