Hellmann’s has unveiled a remake of its Christmas TV advert, as part of a £1m investment drive across TV and social media throughout December.
The revamp of the ad, which first aired in 2005, is designed to appeal to a modern audience with “a contemporary, foodie feel”. To amplify the campaign further and to engage with millennials, between 26 December and into January, Hellmann’s will partner with Buzzfeed’s Proper Tasty platform on Facebook. This will see the brand co-create a Christmas dinner leftovers recipe to inspire people to get creative with their uneaten turkey and sprouts using Hellmann’s Mayonnaise.
Hannah Webb, brand manager for Hellmann’s, commented: “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 online partnership follows a recent collaboration between the brand and Buzzfeed in the US. The Boxing Day recipe will be shared with the platform’s 13.6m followers.
