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.



Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 132 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. The company also provides a comprehensive range of services around business to business marketing and services, management consulting, brand identity, analytics and research capabilities, multicultural marketing and behavioural change. Ogilvy is a WPP company (NASDAQ: WWPGY).