Hellmann's Real Food Movement

This case study shows how Hellmann's, the mayonnaise brand, created a link with 'real food' to grow sales and improve brand perceptions in Canada.

Hellmann's Real Food Movement

Ogilvy & Mather

Situation analysis

Overall assessment

It was a two horse race.

The Canadian market for mayonnaise and mayonnaise type dressings is dominated by two long-standing brands – Miracle Whip and Hellmann's –...

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