Hellmann's Real Food Movement
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 of the Case
Hellmann’s mayonnaise has been a staple for generations. However, for the past several years, it has battled an unhealthy perception that it is "junk in a jar." Today Moms want fresher, more authentic, better tasting, more nutritious food.
In order for Hellmann’s to grow, we had to tackle this negative perception. Hellmann’s is in fact made primarily with real, simple...