Hellmann's
Ogilvy
Section I — Basic information
Business Results Period (Consecutive Months): January 2007 - June 2012 (YTD)
Start of Advertising/Communication Effort: April 2007
Base Period as a Benchmark: 2006
Section II — Situation analysis
a) Overall Assessment
Hellmann's has been enjoyed in Canada since the 1950s. Whether it was used on sandwiches or in salads, it was loved for transforming good foods into deliciously yummy foods because of its inherent versatility.
Around the beginning of 2005, versatility was losing relevance as consumers applied a more critical eye to everything they ate, and questioned their reliance on cheaper,...