The Repositioning of Hellmann's Mayonnaise

How Hellmann's Mayonnaise was repositioned as a proper mayonnaise, not a salad dressing. Second prize in section.
Agency: Boase Massimi Pollitt PartnershipAuthor: Paul Feldwick

The Repositioning of Hellmann's Mayonnaise

INTRODUCTION

Most of the classic studies of advertising effectiveness start with a sluggish or declining sales graph, which is then dramatically reversed by the new campaign. Hellmann's is different: it was already a healthily growing brand and the need for a new initiative was not immediately obvious, though we believe and hope to show it was crucially necessary. And, of course, it presents a particular challenge to demonstrate advertising effectiveness under these circumstances.

BACKGROUND

Hellmann's importance to CPC

CPC Best Foods Division is one...

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