Making Hellmann's Matter

Hellmann’s: On the Side of Food (Advertising)

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Hellmann’s was rapidly decreasing in relevance, particularly amongst millennials – it was seen as the jar at the back of the cupboard. We needed to reposition the brand beyond it’s mayonnaise routes and also raise awareness of its wider portfolio, at a time when people were becoming rapidly concious of what was in their food and the quality of it's ingredients. 

Hellmann’s “On The Side Of Food” champions the growing food culture, it celebrates all things food related. It provides the brand with a point of view around food and celebrates the culture that comes with it.


Relatively new it’s approach, this platform is helping the brand shift perceptions and continues to drive relevance.



Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.