Hellmann's Real Food Movement
Ogilvy & Mather
Situation analysis
Overall assessment
It was a two horse race.
The Canadian market for mayonnaise and mayonnaise type dressings is dominated by two long-standing brands – Miracle Whip and Hellmann's – which together account for over 80% of category sales. Miracle Whip, which had been invented during the Great Depression for the specific purpose of providing a cheaper alternative to mayonnaise, was still seeing success seventy years later with its lower cost platform. In 2006, with 46% share, it was Canada's market leader (1).
Hellmann's brand equity was in "versatility."
Hellmann's was a...