Hellmann's ad looks back across 100 years of its mayonnaise

Hellmann's: latest TV celebrates brand's centenary
Hellmann's: latest TV celebrates brand's centenary

Hellmann's is marking 100 years of its mayonnaise with a major marketing push, including a 30-second TV ad celebrating the brand's contribution to British cuisine.

"Family dinners", "hazy summer lunches" and "homemade sandwiches" have been made more memorable in the last century according to the ad.

The 30-second spot, which will launch in the coming weeks, charts the brand’s inception, from when it was concocted by Richard Hellmann, to the modern day. It depicts various idealised family scenes across the ages, with images showing the evolution of Hellmann's blue labelling. "Here’s to 100 years – bringing out the best," the voiceover tells the viewer.

The TV ad is part of a wider campaign, which will feature limited edition Hellmann’s jars bearing the 100 years message, while digital ads will roll out across food-focused media and video on demand.

Hasseb Rahman, marketing manager for Unilever UK and Ireland’s dressings business, said: "We wanted to create an ad which emphasised the brand’s consistent position as a household favourite due to the quality of the product. 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."

According to Rahman, the mayonnaise category is worth £144m, with Hellmann’s commanding a 70% share.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer