Hellmann’s is undergoing a complete brand refresh, supported by a £7m ‘On the side of food’ marketing campaign.
The relaunch sees a fresh pack design roll out across the brand’s full mayonnaise portfolio, featuring a more contemporary, deli-inspired colour palette, communicating the simplicity and authenticity of the product. The blue ribbon – as used by Richard Hellmann in his deli when the brand first began in 1913 – remains.
The revamp will also see Hellmann’s introduce a new and improved Light Mayonnaise recipe, featuring the same taste of Hellmann’s, but now free from artificial flavours, colours and preservatives.
Rolling out now, the packaging refresh will be reflected across Hellmann’s entire mayonnaise range of jars and squeezy bottles and the new Light mayonnaise recipe will flow through into market just in time for Easter.
Hannah Webb, Senior Brand Manager for Hellmann’s at Unilever, said: “Consumers are increasingly looking for authentic and natural offerings when it comes to their food choices. Our relaunch is not just about a new packaging design or campaign, it is a new positioning which will permeate across everything we do moving forward. This is just the start of another exciting year of real transformation for Hellmann’s and we can’t wait to show consumers what else we have coming up!”