Hellmann’s whips up centennial campaign
By MAE ANDERSON The Associated Press May 15, 2013 5:20PM
This undated image provided by Hellman's shows Hellmann's mayonnaise's special anniversary packaging. Hellman's turns 100 in 2013 and to celebrate the anniversary, owner Unilever Food is launching a marketing campaign including a Facebook page and YouTube videos featuring chef Mario Batali cooking up his favorite Hellman's recipes, a smartphone app and a June event featuring the world's largest picnic table. (AP Photo/Hellman's)
Updated: June 18, 2013 7:20AM
A lot changes in 100 years, but the key to Hellmann’s success may be that not much has changed for the mayonnaise.
To celebrate Hellman’s centennial birthday, owner Unilever is launching a marketing campaign to drum up attention for the country’s top-selling mayonnaise, whose formula remains almost the same as it was a century ago.
Unilever, a Dutch consumer goods company, has dubbed the campaign “Bringing the best together.” It includes TV, print and digital ads, a Facebook page and YouTube videos featuring chef Mario Batali cooking up Hellmann’s recipes, a smartphone app and a September event that will include the world’s largest picnic table.
“It’s part of the culinary heritage of America,” said Brian Orlando, Hellmann’s senior marketing director, on the campaign.