Hellmann's taps into WhatsApp to find new inspiration for mayonnaise

This event report explains how Hellman's, the mayonnaise brand owned by Unilever, created a WhatsApp recipe service to increase usage occasions in Brazil.

Hellmann's taps into WhatsApp to find new inspiration for mayonnaise

Stephen WhitesideWarc

Hellmann's has been feeding hungry consumers in Brazil for more than five decades. And by successfully tapping their appetite for digital experiences, the brand is learning how to help its brand loyalists enjoy mayonnaise in new ways.

Thana Uchino, digital marketing manager/Brazil for Unilever – the brand's parent – reported that the product is essentially a domestic staple for most of the country's shoppers. "Hellman's is the market leader in Brazil, with 70% market share," she said. "And we have high penetration of mayonnaise in Brazil, so...

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