Hellmann's Best Foods Best Recipes

Hellmann's/Best Foods, a brand of mayonnaise, took itself into the homes of consumers, providing them with recipes for every occasions, leading to a 12% increase in brand favorability.

Campaign details

Brand: Hellmann's / Best FoodsLead Agency: Mindshare

Strategy

Objective

Given that one in five consumers have voice assistants in their home, Unilever and Hellmann's/Best Foods identified the opportunity to integrate their brand into consumers' homes. Not only was this an opportunity to reach consumers, but also an opportunity for the brand to be viewed as innovative and at the forefront of technology.

There were three main objectives to the Amazon Best Recipes skill program. First was to develop process learnings around conceptualizing, building, and launching an Amazon Echo skill. Second, was to develop insights around...

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