HELLMANN’S MAYONNAISE
TASTE OF AMERICA
Share how Hellmann’s has been a part of American kitchens for over 100 years, and influences family recipes all over the country in diverse and surprising ways.
Because Hellmann’s is “always on the side of food”, we explored all the ways our brand can make tastier, and even take on some full-on food haters.
Role: ACD
We’ll celebrate regional dishes, and show that there’s always something that can use a little Hellmann’s...
Use Targeted Marketing to speak to consumers in relevant ways, including time of day, life stage, season and geography...
We’ll share American recipes that are as easy to search
as they are to make.
And we’ll encourage America to share their tastes & traditions
with us all along the way.
AND HAVE A CHANCE TO CHANGE HEARTS, minds and tastes for the better.
CHALLENGE ACCEPTED: Americans have very different tastes — and aren’t shy about sharing the foods they dislike.
We'll used real star-power to tackle honest and strong opinions about hating dishes — whether it’s casseroles or mayo itself — and change their mind through a Hellmann's dish.
Our celebrities will even volunteer to come and try to change their mind in person with unexpected, tasty, mayo-based treats.
