Food
Hellmann’s Calls the Plays for Game Day Food With New Football Campaign
Hellmann’s is kicking off football season with “Call for Hellmann’s,” a new campaign combining the language of the gridiron with burgers, chicken tenders and other game day favorites.
Football season is back, and for many fans, what’s on the table can be almost as important as what’s happening on the field.
Hellmann’s Kicks Off Football Season With New Game Day Food Campaign
Hellmann’s is leaning into that connection between football and food with “Call for Hellmann’s,” a new fall campaign built around burgers, chicken tenders, sliders and the familiar language of the sidelines.
Announced September 2, the campaign puts a football spin on game-day cooking, positioning Hellmann’s mayonnaise and flavored condiments as part of the playbook for tailgates, watch parties and Sunday afternoon spreads.
Turning Game Day Food Into a Football Play
The campaign takes familiar football terminology and applies it to another game-day ritual: deciding what everyone is going to eat.
Two advertising spots anchor the campaign.
In “Make the Call,” Hellmann’s Real Mayonnaise is paired with a classic burger, while “Chicky Tenders” features chicken tenders served with Hellmann’s Chipotle and Spicy varieties.
The commercials use coach-inspired direction, football language and original music influenced by classic football movies. The result is a combination of sports nostalgia, humor and plenty of food imagery.
“Football and food have always gone hand in hand and Hellmann’s has a natural place in so many of the dishes that fans reach for on game day,” Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America, said in the announcement.
Grigoriou said the campaign is designed to have fun with language football fans already recognize while celebrating the foods and traditions that bring people together throughout the season.
Hellmann’s Heads to the Stadium
The campaign isn’t staying on television and social media.
Hellmann’s plans to bring its Manny Mayo mascot and food truck to several NFL stadiums during September and October, serving sliders while offering trivia, giveaways and other activities.
Scheduled appearances include:
- September 13 — MetLife Stadium
- September 20 — MetLife Stadium
- October 4 — Lincoln Financial Field
- October 11 — Gillette Stadium
The activation complements Hellmann’s existing football partnerships, which span both the professional and college games.
The brand has relationships with the New York Giants, New York Jets, New England Patriots, Philadelphia Eagles and Tennessee Titans, along with the Big Ten Conference and college programs including Alabama, Florida, Arkansas, Texas and Georgia.
Game Day Is Also Food Day
The campaign taps into something football fans have known for generations: watching the game is often a food event of its own.
Burgers, wings, chicken tenders, nachos, dips, sliders and sandwiches have become staples of football weekends, whether fans are tailgating outside the stadium or watching from the couch.
That makes condiments particularly easy territory for a food brand to connect itself with football culture. Rather than introducing an entirely new game-day tradition, Hellmann’s is putting its products into foods many fans are already preparing.
And the campaign arrives just as kitchens, grills and backyard patios across the country are getting ready for another season of football gatherings.
What’s on Your Game Day Menu?
Maybe it’s burgers hot off the grill. Maybe it’s a giant plate of wings. Perhaps your football tradition involves nachos, chili, sliders or a bowl of homemade dip that disappears before halftime.
Whatever your starting lineup looks like, Hellmann’s wants a spot on the roster this season.
The “Call for Hellmann’s” campaign will run throughout football season across national television, streaming platforms and social media.
For football fans, meanwhile, there is another important call to make:
What are we eating during the game?
Official Hellmann’s resources:
Hellmann’s Game Day Recipe Ideas
Hellmann’s Game Day Recipes
Hellmann’s Game Day Dip Recipes
Source: Hellmann’s/PRNewswire, September 2, 2026.
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Watch video to see how to make this recipe!
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Buffalo Chicken Stuffed Sweetpotatoes
Recipe courtesy of the North Carolina Sweetpotato Commission
Prep time: 10 minutes
Cook time: 45 minutes
Servings: 4
- 4 sweetpotatoes
- 1 rotisserie chicken, shredded
- 1 1/2 cups buffalo sauce
- 1 avocado, diced
- 2 tablespoons diced chives
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- Spoon buffalo chicken mixture into each sweetpotato. Top with diced avocado and chives.
SOURCE:
North Carolina Sweetpotato Commission
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Photo courtesy of Unsplash
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