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Hellmann's to recreate Christmas ad from over a decade ago as part of nostalgia drive targeting foodie millennials


By Tony Connelly | Sports Marketing Reporter

December 8, 2016 | 2 min read

Hellmann’s is remaking one of its Christmas TV ads from over 10 years ago as part of a £1 million pound investment drive across TV and social media throughout December.

Hellmann’s Mayonnaise

Hellmann’s Mayonnaise

The Unilever UK brand is set to reveal a revamped version of its 2005 festive spot with a contemporary foodie feel in an effort to appeal to a modern audience.

To amplify the campaign further and engage with a younger millennial audience, Hellmann’s mayonnaise has partnered with Buzzfeed’s Proper Tasty platform on Facebook to create branded content.

The collaboration will run between 26 December into January see the brand co-create a Christmas dinner leftovers recipe to inspire people to get creative with their Christmas day extras using Hellmann’s Mayonnaise.

Hannah Webb, brand manager for Hellmann’s, said: “Over 12 million households buy Hellmann’s mayonnaise and we estimate that this figure will increase even further during the festive period as Brits consume as many as 100 million turkey sandwiches between Christmas and New Year.

“The relaunch of the classic Christmas TV ad and the partnership with Buzzfeed is designed to raise awareness of the brand around this key period, as well as inspire consumers to make the most of their Christmas leftovers with their favourite mayonnaise brand, a Christmas table staple since 1913.”

The online partnership follows on from a recent successful collaboration between the brand and Buzzfeed in the US which saw several recipe articles featuring Hellmann’s mayonnaise.

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