Born in the deli
Hellmann’s mayonnaise is one of Unilever’s five one-billion-dollar food brands and the original hero of the condiments industry.
But in recent years, the battle of made versus mass-produced has become a deciding factor in what we choose to eat. Hellmann’s was caught in the cross-fire. Belief in the hero wavered. Sure, the Hellmann’s pack claimed REAL ingredients, but on the outside, everything about it said processed. In short, the former table favourite, remained on the shelf.
ExpertiseBrand & Creative Strategy, Brand Identity, Packaging Design, Motion Design, Experience Design, Communications
But Hellmann’s was born in the deli. And so, to reconnect people to its true quality, meant reviving its one-hundred-year-old roots.
Originally made fresh in Columbus Circle, New York, Mrs. Hellmann tied a blue ribbon around the day’s best batch. Needless to say, locals loved it. Hellmann’s mayonnaise earned the top-spot on shopping lists. And the blue ribbon became a shorthand for quality, delicious taste and real ingredients.
Reinstating this iconic blue ribbon to its rightful place at the top of the jar, reclaims Hellmann’s original “best batch” quality. Once more, it stands for natural, deli-born delicious. Crafted and woven throughout the brand expression, it’s the golden thread tying everything together, just as a ribbon should.
Crafted and woven throughout the brand expression, it’s the golden thread tying everything together, just as a ribbon should.
And peppering in tactile textures and expressive materials alongside a ripe colour palate that celebrates fresh ingredients, we’re once more welcomed into the hands-on, hearty goodness of the delicatessen.
The battle between made and mass-produced wages on, but Hellmann’s is once more firmly and forever on the side of real food, as the world’s number one mayonnaise.
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