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


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...

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