Enabling Creativity
Reawakening a Global Icon
Context
Hellmann's Mayonnaise, a storied brand with a rich heritage, faced a significant challenge as it approached its centennial. Despite being well-loved and widely recognized, the mayonnaise category was experiencing a sales decline, and Hellmann's was often pigeonholed as merely a sandwich condiment. This limited perception hindered its growth potential and consumer engagement.
The brand needed to rejuvenate its image, broaden its usage occasions, and adapt to the evolving consumer demands for healthier and more versatile food options. This challenge required Hellmann's to creatively reinvent its marketing strategies not only to maintain but also to grow its market leadership in an increasingly competitive and health-conscious marketplace.
Throughout a three-year period, I led an explosion of creativity, leading to significant business success.
The work included here derives from a group of passionate, incredibly talented people worldwide, and a highly productive partnership between Ogilvy & Mather and Unilever.
Creativity unlocks meaningful business value, and I am incredibly proud of our success with the work included in this case study.
100 Years Campaign
To celebrate its centennial, we launched a global campaign to reinforce the quality and superiority of Hellmann’s and to inspire new usage occasions.
The campaign, spanning social media, in-store promotions, events and sponsorships, and TV, reignited consumer love and drove significant sales and market share gains during the crucial summer selling period.
“Sandwich of the Century”
Social Media (U.S., U.K., Canada)Mario Batali Partnership
Events, PR, Social Media, Branded Content (U.S.)The Deli
Employee Appreciation (U.K.)(Look for a guest cameo from me at the end of the video)
Delivering Impact at POS
To combat the narrow perception of Hellmann's as just a sandwich condiment and to revitalize sales amidst a declining category, we implemented a series of innovative in-store activations.
Recognizing that a significant portion of purchase decisions are made on-site, these activations aimed to inspire consumers directly at the point of purchase.
By utilizing cutting-edge technologies, we transformed the in-store shopping experience while simultaneously heightening brand engagement and demonstrating Hellmann's culinary potential beyond sandwiches.
We effectively positioned Hellmann’s as a versatile kitchen staple and drove significant sales growth.
Recipe Cart
In-Store (Brazil)Recipe Receipt
In-Store (Brazil)Epicurious Partnership
In-Store (U.S.)Food Slot
In-Store (Brazil)Social-First Campaigns
Social media provided another huge opportunity to reposition Hellmann's beyond its traditional role as a sandwich condiment and rejuvenate its brand amidst a declining market.
We developed a series of creative social-first campaigns to engage consumers in new and exciting ways.
By leveraging social media, Hellmann's aimed to inspire culinary creativity and demonstrate the versatility of its products.
“Bestovers”
Social Media (U.S., U.K., Canada)“Recitweet”
Social Media (Brazil)“Hellmann’s Hacks”
Social Media, Events (U.K., U.S.)“People Love Us”
Social Media (Global)Conclusion
Hellmann's maintained its market leadership and deepened consumer loyalty by elevating quality perceptions, demystifying healthier options, and inspiring new uses.
These creative strategies have enhanced brand perception and delivered tangible business results, proving that creativity is the key to sustained success.