Hellmann's Mayonnaise: The repositioning of Hellmann's Mayonnaise

Repositioning campaign for Hellmann's Mayonnaise. Objective: to broaden the use of Hellmann's - it's not just for salads. Media: national TV. Evaluation: sales showed volume growth, but some loss of share due to own label. Increase in trial. Ultimately the advertising successfully broadened the appeal and usage of the product, without devaluing the brand.