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Hellmann's
Hellmann's 100 Year Anniversary Program

RAN IN: United States

CLIENT
Unilever

Faherty Mike - VP, Foods
Veronica Barnes - Sr. Brand Manager
Bentley King - Sr. Brand Manager
Brian Orlando - Mktg. Director, Dressings US

AGENCY
Ogilvy & Mather *Lead Agency

Doug Scott - President
Bill Davaris - Executive Creative Director
Andrew Ladden - Executive Creative Director


Ryan Partnership

Gene Tiernan - EVP


Mindshare

Ted Ellet - Managing Director


Weber Shandwick

Joy Farber-Kolo - EVP


SUMMARY

How can Hellmann's, a 100 year old brand, continue to grow when the category is declining? By leveraging the one asset that no other competitor can lay claim to - it's centennial heritage of bringing together the best. With a plan built to engage consumers in the Hellmann's experience via touch points that spanned Social, In-Store, and TV, and that leveraged renowned chef Mario Batali, the celebratory Hellmann's 100 Years campaign reignited love and affectionate action from consumers and retailers alike. The result was the brand outpaced all competitors in sales and market share during the all-important summer selling period.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Retail Experience,Sponsorship,Social Networking Applications

Audience: Boomers (45+),Brand Influencers,Families,Mothers,Women

Objectives: Build brand equity

Type: Business-to-Consumer

Classification: Local,Regional,National

Language: English