The Unilever-owned mayonnaise brand will launch a new campaign taking its tagline, “The greatest thing ever, apparently”, from a fan’s Facebook comment which called the brand “one of the greatest things ever created”.
The campaign, which has “social listening at the heart” according to the brand, will use other positive consumer endorsements from its social media channels not only in a TV ad which will kick off on 1 April, but also in print, PR, digital and social media activity.
The brand hopes this strategy will not only “excite existing Hellmann’s shoppers” but will also attract new consumers to what Unilever claims is the number one mayonnaise brand in the world.
Kyrie Merryman, senior brand manager for Hellmann’s dressings, told Marketing Week: “Showing this love in our campaign gives our consumers a voice, to create excitement amongst existing fans and also drive brand awareness with new consumers through a really impactful ad.
“It is a brilliant opportunity for us to engage with our audience and encourage further conversations.”
She adds that the brand is hoping to show allegiance to its “supportive fan base” while “maintaining Hellmann’s tongue in cheek personality”.
“This is the first time we’ve used social listening at the heart of a Hellmann’s campaign,” she says. “By using endorsements from our fans we aim to create longer-term brand advocates, who in turn attract new shoppers to the brand through positive endorsements from real people.”
This isn’t the first time the brand has looked to social media in general to reach its consumers. Last summer, it launched its social-focused “Hellmann’s Summer Hacks” campaign which featured short videos showing people creative things they can do with empty jars of Hellmann’s.