In 2021, the mayonnaise category and Hellmann's experienced sales decline. While America knows and loves Hellmann's, it often only comes to mind as a condiment for making sandwiches tasty.
While our competitors were touting functional attributes of taste and delicious enjoyment, we set out to grow Hellmann's with a different type of strategy – a commercially driven campaign with a social purpose. Our campaign would drive sales and share growth by focusing on broadening the brand's usage occasions, giving people a reason to use Hellmann's more often…all while doing social good.
We defined a new and meaningful role for...