Making Hellmann's Matter

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

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Jun 20, 2018

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.


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