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Hellmann’s whips up centennial campaign

This undated image provided by Hellman's shows Hellmann's mayonnaise's special anniversary packaging. Hellman's turns 100 2013 celebrate anniversary owner Unilever

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)

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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.



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