Hellmann's: Mayo tackles food waste

Hellmann's, a condiment brand, partnered with legendary line-backer Jerod Mayo for the launch of Mayo Tackles Food Waste during the Super Bowl in the US to inspire millennials to make taste, not waste, and drive sales and share growth.

Summary

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...

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