As part of a new Dijo-Mayo product innovation, Hellmann's was looking for a way to drive awareness of their new product launch in a way that would immediately provide consumers with a use case for the product.

Gamma created a multi-level partnership with Eggland's Best, the nation's leading egg brand to showcase deviled eggs as a natural recipe integration for the product.  By leveraging the power of both brands, Gamma created targeted POS in both the egg aisle and condiment aisle at retiailers nationwide, incorporated joint digital media communications and utilized social and influencers to amplify the broader messaging.