SÃO PAULO, BRAZIL – Taking pictures of restaurant dishes is a common occurrence across the world, with social feeds filled by fancy plates and meals. But how often do people take the time to appreciate and value homecooked family recipes?
Seeking to better understand this scenario, Hellmann’s partnered with Opinion Box, a market research platform, to conduct a proprietary research about consumers’ experiences and behaviors. The brand found that over half of the respondents said their social feeds feature more restaurant dishes than homemade ones — even though most of their meals are actually eaten at home. The paradox is significant: when they cook, over 60% say they wish they received more compliments for their culinary creations, however only 32% consistently compliment the homemade meals they’re served.
With this insight in mind, Hellmann’s, a Unilever brand, hosted an art exhibition in São Paulo, Brazil, dedicated to a traditional Brazilian family dish: the potato salad, often decorated with ingredients like onions, tomatoes, eggs and coriander, to name a few. Titled Food Art, the initiative gathered photographs of the dish taken by the brand’s consumers and turned them into works of art, as a tribute to this classic recipe. In the country, it’s common for families to gather on Sundays. As shown in a survey conducted by Opinion Box on behalf of Hellmann’s, these family reunions happen at least once a month for 64.3% of respondents. About them, almost 60% of Brazilians say that in at least half of their Sunday family gatherings, their meals include the potato salad.
Brazil, which saw the Modernism of Lina Bo Bardi and Tarsila do Amaral up close, now gets to know the Mayonnaisism of everyday Brazilian homes. From flowers made of onions to swans made from tomatoes, this is an artistic movement that translates the desire for recognition that has always echoed in Brazilian kitchens. And now, with the help of Hellmann’s, it’s finally being noticed.
“Although most Brazilians have emotional memories connected to homemade food, these recipes rarely appear on timelines and social media profiles, which are filled with elaborate dishes or creations by renowned chefs. We have noticed that, in recent years, we have stopped seeing the beauty in everyday dishes, focusing only on restaurant meals,” said Carolina Riotto, CMO of Unilever Foods in Brazil and Head of Condiments in Latin America.
“As Brazil’s number one mayonnaise, we are deeply present in Brazilian homes and feel like we are part of these family moments. With this exhibition, we want to give the rightful spotlight to the real artists—the family cooks—by bringing their creations to an art gallery. With this initiative, the real mayonnaise became Food Art.” she added.
The exhibition featured fifteen framed photographs of real, decorated potato salads, created by consumers who turned their homemade recipes into real works of art. Each creation tells touching stories of affection, memory, and connection around the table, celebrating not only the dish but also family traditions and the culinary creativity of Brazilians.
“It’s such an emotional moment. Seeing my work displayed in an art gallery was the most beautiful thing that has ever happened to me. It’s the perfect way to immortalize my recipe because when you see it presented like this, you appreciate it even more,” shared Regina Velloso, a consumer whose recipe was selected for the exhibition.
Recipe submissions were gathered through Hellmann’s Brazil social media channels, and the selected consumers had the chance to see their works displayed at a vernissage in a real art gallery, Galeria Caribé in São Paulo in the beginning of 2025. During the event, in addition to exploring the artistic creations and discovering the stories behind each dish, visitors enjoyed a special tasting of The Real Mayonnaise. Beyond the event, the campaign included special OOH pieces that portrayed decorated potato salad as art in São Paulo’s Avenida Paulista, the number one culturally relevant avenue in the city where the most well-known art museum in the country is located, creating a real open-air gallery.
Hellmann’s went even further and brought the movement to national television, taking two artists featured in the exhibition to share their stories on a popular morning open TV program. Through the entire Food Art initiative, Mayonnnaisism gained traction on social media, with hundreds of Hellmann’s consumers posting pictures with the #AVerdadeiraArte showing their own family recipes of the traditional potato salad, featuring creative decorations.
Five of the art pieces displayed on the Food Art exhibit will be auctioned on eBay and proceeds will be directed to the family cooks who crafted them.
To stay updated on this and other Hellmann’s actions and campaigns, follow the brand’s official channels on Instagram (@hellmannsbr), Facebook (@hellmannsbrasil), and TikTok (@hellmannsbr) or visit https://www.hellmanns.com.br.
CREDITS
Advertiser: Unilever
Brand: Hellmann’s
Client: Carolina Riotto, Guilherme Moraes, Kaio Silva, Julia Nascimento, Rodrigo Latance, Bruna Olmos, Pamella Dias
Creative Agency: Euphoria Creative
Creation: Marcelo Rizério, Ricardo Alonso, Elisa Gerber, Rafael Guth, Matheus Maud, Davi Correia, Bianca Fratus
Content: Paula Baião
Planning: Caio Del Manto, César Villas Bôas, Guilherme Maineti, Julia Saldanha
Customer Service: Andressa Fukunaga, Amanda Teixeira, Talita Lima, Wellington Faustino
Data Insights: Tiago Santos
Production: Cris Almeida, Larissa Gonzaga
Creative Concept & Production: Ware Studio
Creative Direction and Photography: Eliza War
Creative Producer and 1AD: Amanda Rios
2AD: Julia Martini
Head of Production: Patricia Soares
Set Design: Nicole Chali
Foodstyling: Julia Bissiato
Beauty: Renata Brazil
Light Design: Léo Eloy
Styling: Georgia Hoshino
Video Director: Caio Vieira
DOP: Esley Andrade
Sound: Cesar Antunha
Live Marketing Agency: HUB Brasil
CEO: Luciano Dualib
CBO: Katia Galvão
Business Director: Mariana Bazello
Customer Service Manager: Nathalia Rodrigues
Customer Service Assistant: Camila Sepúlveda
CCO: Arthur Cachel
Director of Creative Execution: Bruno Amorim
Creative Manager: Fábio Rebouças
Editor: Renata Palacios
Art Director: Jorge Ferreira, Victor Rocco, Vagner Hernandez
3D Designer: Leandro Rueda
Finisher: Cesar Mariano
CSO: Julia Fregona
Director of Planning: Talita Quinto
Planning: Samantha Vidotto
Production Director: Mariana Matuck
Production Manager: Diego Costa
Production Coordinator: Marina Ciancaglini
Graphic Producer: Daniel Coronate, Gustavo Duarte
Influencers – BR Media Group
CEO: Celso Ribeiro
CMO: Thiago Bispo
Partner and Commercial Director: Raphael Vignola
Commercial Manager: Victoria Bruck
Business Analyst: Lucia Penido
Partner and VP of Operations: Renan della Matta
Director of Operations: Rafaela Sgariboldi
Customer Service Director: Aline Schwegler
Customer Service Manager: Marcela Pozzan
Customer Service Specialist: Vinicius Begnami
Artistic Manager: Luisa Sabino
Planning Director: Alan Alves
Planning Manager: Pedro Dorta
Strategist: Rebeca Porto
Planning Analyst: Gregory Ferreira
Content Analyst: Tiffany Ruiz
BI Manager: Caio Moraes
BI Analysts: Sophia Frontini, Leonardo Fazzio, Manuela Sallum
Media Agency: Initiative
Media: Paulo Henrique Borba, Bianca Navega, Arthur Cavazini, Allan Reis, Adeva Chagas
Digital Agency: Buena Onda
Head of Content: Marina Tomaz
Project Manager: Jéssica Lima
Strategist: Júlia Fernandes
Written by: Matheus Dias
Community Management: Taciana Farias
Art and Motion Direction: Milena Luchini, Abner Galeazzi
Strategy Director: Renata Guerra
Director of Operations: Lucas Valério
Creative Director: Maurício Oliveira
Audiovisual Director: Mark Daniel
PR Agency: Edelman Brazil
Account Director: Flávia Janotti Novaes
Account Manager: Camila Lee Teixeira
Account Executives: Caroline Sargologos, Nahiza Monteles, Aline Godoy, Murilo Santiago
PR Agency: Euphoria Creative
Account Director: Giovanna Ricci
Account Manager: Amanda Otero
