Unilever’s mayonnaise brand Hellmann’s has announced the launch of a new £4m marketing campaign, including a new television advertisement.
Airing for the first time this month, the advert leverages feedback from its social media channels and begins by showing a post to the brand’s Facebook wall, declaring that “Hellmann’s mayonnaise is one of the greatest things that has ever been created”.
It then asks whether rich, tasty Hellmann’s is greater than lightbulbs, rollercoaster faces, eighties dance moves and even the internet, before culminating in the tongue-in-cheek strapline “the greatest thing ever created, apparently”.
It will be supported by print advertising, PR support and digital and social media activity, incorporating positive consumer endorsements across all elements of the campaign. Hellmann’s said that it “aims to excite existing Hellmann’s shoppers and attract new consumers by making endorsements from across its social channels an integral part of the campaign”.
Hellmann’s senior brand manager Kyrie Merryman said: “Hellmann’s has a supportive fan base and we are always humbled to hear the great things they say about us. With this in mind, we wanted to create a campaign that showcased our strong allegiance of our fans while maintaining Hellmann’s tongue-in-cheek personality.”
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