Description
Helios has spent years positioning itself as a brand that champions the roots and local origins of its products.
For its 2026 annual sauces campaign, Helios wanted to continue building its brand around this positioning. That’s when we uncovered the insight at the heart of the campaign: given that mahonesa is a Spanish sauce, originating in the city of Mahón (Menorca), how is it possible that no brand on the market calls it “mahonesa” instead of “mayonesa”?
This is where we saw an opportunity to take a stand, reclaim Mahón’s recognition as the birthplace of this world-famous sauce, and further reinforce the brand’s commitment to championing local origins.
So we decided to turn Helios into the only brand on the planet to call its sauce “mahonesa”, to reclaim its original, Spanish origin.
This professional campaign titled 'La primera mahonesa del mundo' was published in Spain in July, 2026. It was created for the brand: Helios, by ad agency: Innocean Spain. This 360°, Digital, and OOH Outdoor media campaign is related to the Food industry and contains 7 media assets. It was submitted about 1 hour ago.
Credits
Advertising Agency: Innocean Spain
Production Company: The Very Essence
Art Director: Carmen Carbonero
Copywriter: Borja Castrejana
Creative Director: Santi Saiegh
Account Executive: Juan Manuel Corpas
Social Media Team: Elías Gallardo, Yahiza Carrera, Cristina Ares
Executive Creative Director: Óscar López-Sainz
