Basketball is as much about what happens off the court as it is on it—and Brandon Ingram knows that better than most. The Toronto Raptors forward is stepping into a new kind of matchup, trading defenders for condiments in Hellmann’s latest campaign, Starting Five Flavours. In a playful twist, Ingram goes head-to-head with five oversized mayonnaise mascots, each representing a different Hellmann’s flavour. It’s absurd in the best way possible—blending humour, sport, and food into something that feels surprisingly authentic to how fans actually experience game day.
See also: Hero Fiennes Tiffin on becoming Sherlock Holmes and embracing the pressure of an iconic role
Where game day meets flavour
For Ingram, game day isn’t just about tip-off—it’s about routine. Preparation starts long before he hits the court, and that includes what’s on his plate. “Game day is all about routine for me,” he explains. “A good rest, staying locked in, and keeping my meals balanced so I’ve got the right energy.”
ADVERTISEMENT |
That usually means sticking to the basics—protein and carbs—but the twist comes in how those staples are elevated. A simple sandwich gets a boost with chipotle mayo, while post-game or downtime meals are where things get a little more indulgent. Think wings paired with buttermilk ranch—because even elite athletes know when it’s time to enjoy the moment. It’s this balance between discipline and enjoyment that makes the campaign click. It doesn’t try to reinvent game day—it just enhances it.
More than just a partnership
In a world where athlete partnerships can feel transactional, this one lands differently. Ingram isn’t just slapping his name on a product—he’s leaning into a lifestyle that already aligns with basketball culture. “Basketball is way bigger than the 48 minutes on the court,” he says. “It’s a whole experience.”
That philosophy is at the core of Starting Five Flavours. Whether fans are watching in the arena, scrolling through social, or hosting friends at home, the idea of “dunking” on your food mirrors the energy of the game itself. It’s interactive, a little chaotic, and rooted in shared moments.
ADVERTISEMENT |
Building the ultimate spread
If Ingram were hosting his teammates, the menu would reflect that same mix of performance fuel and comfort food. His ideal spread includes tacos topped with chipotle mayo, grilled chicken with garlic parmesan sauce, and oven-baked wings finished with buttermilk ranch. Even a classic lasagna gets a remix with an unexpected drizzle of flavour.
It’s not about overcomplicating things—it’s about taking familiar dishes and giving them personality. Much like basketball itself, where style and flair often define the experience just as much as the fundamentals.
A campaign that gets it
What makes Starting Five Flavours stand out is its self-awareness. The visual of Ingram facing off against oversized mayo characters is intentionally over-the-top, but that’s exactly the point. It taps into the humour and unpredictability that define both sports culture and social media today.
ADVERTISEMENT |
At the same time, it reinforces Hellmann’s role as the “Official Mayo” of the Toronto Raptors, embedding the brand into the everyday rituals of fans across the city. From arena eats to at-home watch parties, it’s positioned as part of the full experience—not just an add-on.
The final play
For Ingram, the collaboration works because it feels natural. It reflects how fans actually engage with the game—through food, community, and shared energy. And if that means dunking wings into a new flavour while watching the Raptors? Even better.
