Category transformation
Unilever · Category captivation
Hellmann’sCategory, owned.
An illuminated mayonnaise bay in Rawalpindi modern retail.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Category captivation
- Channel
- Modern retail
- Scope
- Design to installation
- Campaign
- August 2026
- Coverage
- Rawalpindi modern retail
Mayonnaise sits inside a crowded condiment aisle where every brand reads the same. The category needed a treatment that made Hellmann's legible from the aisle approach without taking more shelf space than the range already held.
Campaign toolkit
One campaign.
Every tool.
2 tools and 5 installation views across retailers and formats.
Tool 01
Illuminated mayonnaise category bay
A navy printed shell over standard gondola shelving, with illuminated shelf edges, three repeated brand strips and a red-lit centre tray that raises the hero pack above the product block.
The full bay: three brand strips, illuminated shelf edges and a red-lit hero tray at the centre.
Rawalpindi · August 2026
From the aisle the lit shelf edges separate the Hellmann's block from the rest of the condiment run.
Rawalpindi · August 2026
The installed bay, stocked, with the side panels carrying the campaign line.
Rawalpindi · August 2026
A close view records the lit acrylic tray and the way the brand strip is edge-lit rather than printed flat.
Rawalpindi · August 2026Tool 02
Aisle-facing brand blade
A navy blade panel carrying the Hellmann's roundel and the campaign line, mounted at the end of the bay so the fixture reads to shoppers walking past rather than only to those standing at it.
The blade projects into the aisle and carries the roundel above the campaign line.
Rawalpindi · August 2026Execution notes
What the supplied
project documents.
- 01Illuminated mayonnaise category bay
- 02Aisle-facing brand blade
PRINTSolutions built a navy printed shell around the existing bay, added illuminated shelf edges, a red-lit hero tray at the centre and an aisle-facing brand blade so the fixture announces itself from both directions.
Three repeated brand strips carry the claim down the run, the lit centre tray lifts one pack clear of the block, and the whole system installs over standard gondola shelving rather than replacing it.
Source: Client-supplied installation photography, Rawalpindi, 25 August 2026.
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