Hellmann's Real Food Movement

Agency: Ogilvy

A. EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2007 – December 2009.

Start of Advertising/Communication Effort: April, 2007

Base Period as a Benchmark: Calendar 2006

a) Synopsis of the Case

Hellmann’s mayonnaise has been a staple for generations. However, for the past several years, it has battled an unhealthy perception that it is "junk in a jar." Today Moms want fresher, more authentic, better tasting, more nutritious food.

In order for Hellmann’s to grow, we had to tackle this negative perception. Hellmann’s is in fact made primarily with real, simple ingredients – eggs, oil, and vinegar. By tapping into the trend away from pre-packaged, chemical laden foods towards those made with unadulterated, easily recognized ingredients, Hellmann’s could champion a Real Food Movement. This could facilitate Canadians eating more real food and bring Hellmann’s mayonnaise along for the journey.