Facing more than 80 competing brands during the final season of Stranger Things, Hellmann’s avoided traditional advertising clutter by creating a participatory brand experience. The creative challenge was not just to be seen, but to be accepted as a genuine member of the fan community. The campaign invited fans to hack the show's most iconic symbol, the Hellfire Club, by adding five letters and an apostrophe to their existing t-shirts, transforming them into Hell(mann’s) Fire Club shirts and unlocking exclusive brand experiences. In doing so, fans became brand ambassadors, helping the initiative attract 117 times more members than the original Hellfire Club and drive record-breaking sales for the Sinister Cheese mayonnaise launch.
At the heart of the idea was a brand hack that transformed a fictional cultural icon into a proprietary activation platform. By recognizing that the Hellmann’s name fit seamlessly into the Hellfire Club logo, the brand moved beyond conventional sponsorship and became part of the fandom itself. The audience was surprised to discover that their own Hellfire Club shirts could become a membership pass to the Hell(mann’s) Fire Club, granting access to exclusive rewards and experiences. This simple but powerful idea allowed fans to physically claim the brand as their own, earning attention through a value exchange that offered real access to the Stranger Things universe.
By turning one of the show's most recognizable assets into a brand experience, Hellmann’s blurred the line between viewer and creator, bringing fans closer to the world they love while making the brand an authentic part of the conversation.
Role: Chief Creative Officer