Hellmann's Mayonnaise Needs To Take The Offensive
A category-defining brand is in danger of losing it all. But there's a way out.
Mayonnaise is in trouble.
Sales of the eggy condiment are stagnant industry-wide compared to their 2012 numbers. Compounding that problem for Hellmann’s ,the industry leader, is an increase both in high-quality niche-competitors and Kraft-Heinz not only competing with Miracle Whip but their own mayonnaise entry in 2018.
In the face of a sinking market and depleting market share, Hellmann’s isn’t showing enough fight. Their Twitter is asleep at the wheel; their Instagram is replacement-level and their voice is as bland as their product.
Hellmann’s has a charismatic product with tremendous loyalty, and they seem to believe this trend will continue indefinitely.
This is a critical mistake, one learned by other former category leaders like Microsoft.
Products do not speak for themselves. Loyalties dissolve without reinforcement.
Hellmann’s needs to act.
My pitch is simple: to capture earned media and define their voice, Hellmann’s needs strong, confident, sniping-yet-clever print-only ads, distributed in leading magazines and publications.
These ads will be targeted both to an audience of older, existing Hellmann’s customers and the younger generation that spurns them, connecting culture-war “kids these days” attitudes with a snarky, clever “kids these days” tone to bridge the gap.
Below are three iterations:
You Thought It Was Love?
When your Mom made you sandwiches for school, for camp, she told you she made them with love.
And you believed her.
That’s sweet. But what your mother really used was Hellmann’s mayonnaise to bring out a rich, flavorful and satisfying sandwich, good to the last crumb.
Go love yourself.
Call It Aioli If It Helps You Sleep At Night
If you want what looks good, try your luck with an avocado. If you want what works, get some Hellmann’s.
Roast some garlic. Throw in some sriracha. Make it yours and make it aioli. When they ooh and ahh, tell them it was something you whipped up.
We’ll know. You’ll know. But they won’t.
You Wouldn’t Treat Butter Like This
Everyone knows butter is the secret to great, rich, satisfying foods. Except, of course, when it’s mayonnaise.
Mayonnaise shouldn’t be your dirty secret. We’re the gold standard ingredient of gold standard dishes. From grilled cheese to BLTs, all we do is make good things better.
We’re tired of hiding. Hellmann’s is proud to make good mayonnaise for good meals, whatever they are and whoever makes them.
And be nice to us. We’re in your mother’s house.
There you have it; a solid Hellmann’s pitch with “something to react to” copy all aligned with a strategic insight designed for iteration.
That’s just a taste. If the fine people at Hellmann’s are curious, I’m sure we can whip them up a full lunch spread.