Only the Real One makes history: Hellmann’s reinforces its credentials of superiority in its biggest campaign of the year

São Paulo, October 2026 – Few brands manage to transcend generations and remain relevant. Even fewer manage to transform decades of presence into a force that remains current. It is from this trajectory of more than 60 years and the place it continues to occupy in the lives of Brazilians that Hellmann’s presents “Only the Real One Makes History,” its biggest campaign of the year.

Created by Euphoria Creative, the communication campaign will run until the end-of-year holidays, with a presence on broadcast TV, digital media, social networks, creators, and points of sale, in addition to new content and activations that will be revealed in the coming months.

The campaign is based on three credentials that help explain the brand’s relationship with consumers: being the first, the preferred, and the true mayonnaise*. While other brands compete for space and occasions, Hellmann’s starts from something built over generations: a bond that continues to renew itself in the present. It is in this encounter between pioneering spirit, preference, and relevance that the concept “Only the Real One Makes History” is born.

“Hellmann’s has been part of Brazilians’ lives for generations, and being the preferred mayonnaise shows that this history continues to translate into choice in the present. For us, this is a very powerful combination: we have more than 60 years of history, but we continue to build relevance every day. ‘Only the Real One makes history’ stems from the confidence in who we are and the place we have conquered, but also from the desire to continue surprising and creating new memories with Brazilians,” comments Rodrigo Latance, Marketing Manager of Hellmann’s.

The campaign launches with a film that transforms different moments in the lives of Brazilians into a musical narrative, set to a parody of “Vem Quente que Eu Estou Fervendo” (Come Hot, I’m Boiling). In the production, a jar of Hellmann’s travels through different scenarios and generations, passing by various tables and connecting people, recipes, and stories that help tell the story of the brand’s presence in Brazil over time.

More than just a setting, the table symbolizes the place where families meet, recipes are shared, traditions take on new forms, and new stories begin. Family lunches, barbecues, and gatherings with friends follow one another to the rhythm of music until everyone comes together in a grand celebration.

The film concludes with the tagline “Hellmann’s. The first. The preferred. The real one.”*, bringing together attributes that translate the brand’s superiority, backed by consumer studies and market data.

“We started from a truth that only Hellmann’s can tell: it’s been part of Brazilians’ daily lives for over 60 years. We didn’t want to revisit the past nostalgically, but to show how this story continues to live on. That’s why we sought a lighthearted language, with humor and music, showing that the brand remains present in the encounters and memories of different generations,” comments Marcelo Rizério, CCO and Founder of Euphoria Creative.

A campaign that goes beyond the film.

The film is just the beginning. “Only the Real One Makes History” will continue to be active in the coming months, taking the concept to different formats and points of contact with the public. New actions and content will expand the narrative to other occasions relevant to Hellmann’s and to Brazilians.

During the holiday season, a time when recipes, gatherings, and family traditions take center stage at the table, the campaign enters a new phase, with new features that will be revealed by the brand throughout its communication.