Hellmann’s is launching a campaign in response to a Facebook comment from a fan who described the mayonnaise as “one of the greatest things ever created”.
With a global media spend of £15m, the campaign is Hellmann’s biggest investment in over decade and marks the start of an ongoing strategy to create a unified global voice for the brand.
Developed by Ogilvy & Mather London, the TV ad shows the Facebook post which sparked the activity before asking if it is really better than the lightbulb, rollercoaster faces or the internet.
It ends on the tagline: “The greatest thing ever created. Apparently.”
Responses to social media comments on the brand are set to appear in multiple media across multiple markets, including cinema and online, throughout the remainder of 2015.
Julian Nichols, senior global brand director for the Unilever-owned brand, said: “It’s humbling to see the many amazing things that people all over the world say about Hellmann’s. Sharing the love people express in a humble and playful way is at the heart of our new global campaign idea and we are excited to watch it develop”.
In recent years it has ramped up its focus on social media. The previous brand campaign, ‘Life Hacks’, took to YouTube and Facebook with a series of videos on what people could make from an empty jar.