Hellmann's is to celebrate 100 years of its famous mayonnaise brand with a new TV ad and revamped packaging for its Real and Light jars.
Airing in October with the strap-line 'Bring Out The Best', the ad celebrates the heritage of the Hellmann's brand, documenting the progression of the emblematic blue ribbon jars throughout the last 100 years.
In addition to the TVC, limited edition '100 years jars' for the Real and Light variants will be rolled out in supermarkets.
"We wanted to create an ad which emphasised the brand's consistent position as a household favourite due to the quality of the product," said Hasseb Rahman, marketing manager for the dressings business for Unilever UK and Ireland.
"The 100th birthday is a significant and exciting milestone for Hellmann's. It confirms the brand's iconic status and illustrates that we're continuing to meet the needs of consumers. The new limited edition packaging for our jars of Real and Light mayonnaise uses our iconic blue ribbon to communicate the 100 years heritage from the UK's leading mayonnaise brand."
Rahman added, "The Mayonnaise category is worth over £144m and within this sector, Hellmann's continues to be seen as the beacon brand with a 70% share."
The campaign will also be supported by digital advertising on relevant food websites.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
