Hellmann’s Made A Vampire-Proof Book Using Garlic Aioli Ink
Halloween is a few weeks away, and to celebrate, Hellman’s has teamed with the New York Times bestselling romantasy author, Jennifer L. Armentrout, to put a foodie spin on her latest book: The Primal of Blood and Bone.
The book, which is the final novel in the six-book “Blood and Ash” series, centers around Poppy, a character who becomes the Harbinger of Death and Destruction, and the consequences of her newfound powers. Against unimaginable odds—some of which include bloodthirsty creatures—Poppy is tasked with stopping the true Primal of Death before he regains power.
To celebrate the recent book, Hellman’s is releasing a Craven-Proof Edition printed with garlic aioli-infused ink. Yes, you heard that right. In the story, Craven are vampire-like creatures with rotting flesh that were created by vampires. As such, they share the vampire’s susceptibility to garlic, hence why the Hellman’s version of the book is called “Craven-Proof.”
“Every story I write is about connection—between characters, between readers, and the worlds they step into,” shared Armentrout. “Partnering with Hellman’s gave us a fun way to explore that magic with a sensory experience, creating something that feels just as immersive and unforgettable as a great book.”
The collaboration is definitely MSCHF-coded, which is a major compliment, considering that brands are rarely this conceptually adventurous. Hellman’s could’ve taken the easy route and used ketchup for blood, but to go the extra mile and infuse ink with garlic aioli is pure genius.
It cleverly combines two seemingly disparate products, offering a completely new experience that highlights Hellmann’s innovation, while bringing fans into Armentrout’s rich and treacherous world.
“Most wouldn’t expect a condiment brand to tap into BookTok culture, but at Hellmann’s, we thrive on surprise,” said Jessica Grigoriou, Senior Vice President of Marketing, Condiments, Unilever North America. “We saw a chance to bring our bold Garlic Aioli flavor to Jennifer’s passionate fanbase, fusing flavor with storytelling.”
The Craven-Proof Edition is available for a limited time on HellmannsCravenProof.com and comes in a coffin-inspired box. It’s also available at Jennifer’s bookstore, “Miss Willa’s Bookstop at 201 N. George St, Charles Town, WV 25414, where if purchased, includes a Craven-Proof bottle of garlic aioli.
Additionally, Hellmann’s has created three special garlic aioli recipes inspired by The Primal of Blood and Bone for fans to enjoy at book club gatherings, during the Halloween season, and beyond.
