Hellmann's recipe receipt
Frank Durden and Mollie HillOgilvy & Mather London and Ogilvy & Mather Brazil
Summary
Hellmann's mayonnaise is one of the world's favourite foods, and a permanent fixture in millions of fridge doors. Yet tasty as it is, it only comes out for a few specific dishes. The brand has run recipe campaigns for over 50 years, creating some iconic advertising along the way, but while the digital revolution has meant that recipes are more prevalent than ever, the brand still struggles to break out of its "only in a sandwich" usage.
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