Unilever

Ryu Yokoi, Marketing Director
Katrina McDonald, Senior Brand Manager
Tracy Shepard-Rashkin, Brand Manager

Ogilvy & Mather *Lead Agency

Eric Aronin, Creative Director
Laird Stiefvater, CCO
Sarah Kostecki, Executive Group Director
Bill Davaris, Regional ECD, Redworks, NA
Andrew Ladden, Managing Director and ECD

Mindshare

Josh Forney, Director

Epsilon

Sherry Peterson, Manager

Hellmann's, a brand that for years has stood for “real,” was in trouble. People doubted the wholesome quality of any food produced by a "big food" conglomerate, which is Hellmann's. By the end of 2014, Hellmann's had suffered three years of sales and share declines. By showing the family farms that grow the soybeans used in Hellmann's, people learned that Hellmann's is made from real ingredients, changing brand perceptions. This program stopped the sales decline, and saw its first share growth since 2012. A "real" brand turnaround story.