Hellmann's: 1800 SANDWICH

Hellmann's mayonnaise had noted an evolution in the US marketplace and needed to retain the loyalty of older women while at the same time appealing to a growing younger demographic.

Unilever Bestfoods: Hellmann's – 1800 SANDWICH

Ogilvy & Mather

Entry Information

Category: Product Manufacturing and DistributionCountry where program ran: USADates program started/ended: January 2012 – February 2012

Product Description:

Hellmann's Real Mayonnaise

Advertiser/Client Name: Unilever BestfoodsMedia Channels: Other

Strategy

Marketplace challenge:

In 2011 Hellmann's identified an opportunity to capture a new segment of the market that was traditionally overlooked by the mayonnaise industry. Where Hellmann's conventional target was housewives between the ages of 35-45, they were observing both an evolution in the market due to price sensitivity and a change in activity...

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