Unilever Bestfoods: Hellmann's – 1800 SANDWICH
Ogilvy & Mather
Entry Information
Category: Product Manufacturing and DistributionCountry where program ran: USADates program started/ended: January 2012 – February 2012
Product Description:
Hellmann's Real Mayonnaise
Advertiser/Client Name: Unilever BestfoodsMedia 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...