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
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.
