The One Show
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Category
Product Packaging
Annual ID
OS26_PT013B
Background
Hellmann’s controls 59% of Canada’s mayonnaise market. For MAG, a small Quebec mayo brand with limited distribution, gaining shelf space and consumer attention seemed impossible. It needed to convince major retailers of its quality and break automatic Hellmann’s purchasing habits.
During the summer, mayonnaise left out for BBQs and picnics becomes unsafe as heat accelerates bacterial growth. People know the risk but lack practical solutions beyond constant refrigeration (inconvenient during outdoor meals).
The brief: Create limited-edition packaging that solves this problem, generates organic buzz without an advertising budget and demonstrates MAG’s innovation to retailers and consumers simultaneously.
During the summer, mayonnaise left out for BBQs and picnics becomes unsafe as heat accelerates bacterial growth. People know the risk but lack practical solutions beyond constant refrigeration (inconvenient during outdoor meals).
The brief: Create limited-edition packaging that solves this problem, generates organic buzz without an advertising budget and demonstrates MAG’s innovation to retailers and consumers simultaneously.
Creative Idea
MAG mayonnaise created The Fridge Label – a standard-thickness label that embeds NASA’s silica aerogel (the world’s most effective thermal insulator) between two metallic layers. It keeps mayonnaise cool for three hours outside the fridge.
This isn’t decorative packaging. It’s functional technology that solves a real problem, transforming a label from passive branding into active consumer health protection.
Jars of Fridge Label mayo were released in limited quantities during peak Quebec summer through contest giveaways.
This isn’t decorative packaging. It’s functional technology that solves a real problem, transforming a label from passive branding into active consumer health protection.
Jars of Fridge Label mayo were released in limited quantities during peak Quebec summer through contest giveaways.
Insights & Strategy
Consumer insight: Summer gatherings involve constant worry about food safety.
Strategic insight: In a category dominated by habit, disruption requires proof, not promises. Functional innovation beats marketing claims.
Distribution strategy: Limited editions create urgency and shareability. Scarcity also drives social conversation.
Earned media strategy: Zero paid advertising. Product truth generates organic reach when the innovation is genuine and solves real problems.
The goal wasn’t mass adoption – it was proving that MAG innovates while competitors stagnate, positioning the brand as forward-thinking for retailer negotiations and consumer trial.
Strategic insight: In a category dominated by habit, disruption requires proof, not promises. Functional innovation beats marketing claims.
Distribution strategy: Limited editions create urgency and shareability. Scarcity also drives social conversation.
Earned media strategy: Zero paid advertising. Product truth generates organic reach when the innovation is genuine and solves real problems.
The goal wasn’t mass adoption – it was proving that MAG innovates while competitors stagnate, positioning the brand as forward-thinking for retailer negotiations and consumer trial.
Execution
Material development: The production director tested ten material combinations over one month, selecting NASA silica aerogel for optimal thermal performance without compromising label flexibility or thickness.
Design integration: Visual consistency with MAG’s brand was maintained.
Production: Limited batch produced for summer launch.
Distribution:
- Contest giveaways on social platforms
- Influencer sampling with directive to test at real outdoor events
Tone: Educational without being preachy. Explaining aerospace technology in everyday language, focusing on benefits (three hours of worry-free mayo) rather than technical specs.
Craft: Precision in material integration. Maintaining adhesion, flexibility and standard label appearance while housing a three-layer insulation system.
A video explaining the idea was also published on MAG’s social media channels.
Design integration: Visual consistency with MAG’s brand was maintained.
Production: Limited batch produced for summer launch.
Distribution:
- Contest giveaways on social platforms
- Influencer sampling with directive to test at real outdoor events
Tone: Educational without being preachy. Explaining aerospace technology in everyday language, focusing on benefits (three hours of worry-free mayo) rather than technical specs.
Craft: Precision in material integration. Maintaining adhesion, flexibility and standard label appearance while housing a three-layer insulation system.
A video explaining the idea was also published on MAG’s social media channels.
Results
Market impact:
- 161% market share growth in one year (Nielsen)
- MAG became Canada’s fastest-growing mayonnaise brand, outpacing Hellmann’s (+5.1%) and Heinz (+32.2%)
- Sales doubled year-over-year
- First 3 months: 5x usual sales volume
Distribution:
- Secured Costco and Walmart listings (previously impossible for a regional challenger)
- Expanded from niche Quebec retailers to major national chains
Engagement:
- 152 million organic impressions (zero paid media)
- National media coverage (print, radio, digital)
- Viral consumer phenomenon: people transferred labels to competitors’ jars, creating grassroots brand hijacking
The promotional product succeeded beyond awareness, it provided tangible proof of MAG’s ability to innovate by solving a real problem, securing retailer confidence and consumer curiosity that translated into sustained business growth.
- 161% market share growth in one year (Nielsen)
- MAG became Canada’s fastest-growing mayonnaise brand, outpacing Hellmann’s (+5.1%) and Heinz (+32.2%)
- Sales doubled year-over-year
- First 3 months: 5x usual sales volume
Distribution:
- Secured Costco and Walmart listings (previously impossible for a regional challenger)
- Expanded from niche Quebec retailers to major national chains
Engagement:
- 152 million organic impressions (zero paid media)
- National media coverage (print, radio, digital)
- Viral consumer phenomenon: people transferred labels to competitors’ jars, creating grassroots brand hijacking
The promotional product succeeded beyond awareness, it provided tangible proof of MAG’s ability to innovate by solving a real problem, securing retailer confidence and consumer curiosity that translated into sustained business growth.
2026 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
LG2 / Quebec
Production Company
Nova Film
Music / Sound Production Company
Circonflex
Art Director
Megan Plamondon
Chief Creative Officer
Josh Stein
Luc Du Sault
Nicolas Baldovini
Chief Strategy Officer
Sophie-Annick Vallée
Copywriter
Félix-Antoine Belleville
Creative Director
Luc Du Sault
Director
David Poulin
Director of Photography
Alex Nolet
Motion Designer
Daniel Martinez-Mendoza
Producer
Anna Charbonney
Camille Perras
Strategist
Alexandre Normand
Account Services
Gabriella Côtes
Marie-Christine Huppé
Agency Production
Noémie Beaudet-Centomo
COLORIZATION
Thomas D'Auteuil
Graphic Production
Sylvain Grégoire
PROJECT MANAGEMENT, PRODUCTION
Julie Pichette
public relations
Kate Gouron
Marie-Ève Gionet
Clohé Boucher
Sound Engineering
Dominic Cabana
René-Pierre Guérin
Special Effects
Yannick Maheux
Vice-President, Executive Creative Direction
Nicolas Boisvert
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