Hellmann's: Putting the spark back into flavoured mayonnaise

Agency: Coley Porter Bell
Client: Unilever
Category: Packaging, Branded food

Executive summary

Having arrived in the UK in 1961, Hellmann's has enjoyed a long leadership of the mayonnaise market and by 2010 had a 69.9% market share, focusing on its core products; Real, Light and Lighter than Light. However its reign was rocked as new competitors from parallel sauce categories saw an opportunity to create a new sector: flavoured mayonnaise.

Hellmann's was quick to launch two flavour variants within its core range; however these were somewhat insignificant against the competitors who rapidly gained share with their bolder ranges. Hellmann's had to fight back. Its plan was to launch a new range of flavoured mayonnaise with the core objectives to drive frequency of use amongst current Hellmann's users and re-establish the brand as the leader in the UK flavoured mayonnaise sector.