Hellmann's Real Food Movement

Hellmann's mayonnaise, the food brand, had battled a perception that it was an unhealthy product. As part of a long-running campaign to communicate that Hellmann's was not laded with additives, the brand created a series of partnerships promoting local food and green initiatives.

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...

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