Unilever Bestfoods: Hellmann's – 1800 SANDWICH

Ogilvy & Mather

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: USA
Dates program started/ended: January 2012 – February 2012

Product Description:

Hellmann's Real Mayonnaise

Advertiser/Client Name: Unilever Bestfoods
Media 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 by competitors (Kraft and Miracle Whip) to target a younger category of consumers (25-35). As women between 35-45 became more price conscious, their brand loyalty began to dwindle. We needed to divert attention from the price tag and instead promote an experience that only Hellmann's could offer.