Hellmann’s has delved into its recent past for inspiration this Yuletide, rebooting a commercial from 2005 as part of a £1m campaign across TV and social media.
Designed to appeal to a modern audience “with its contemporary, foodie feel”, the new ad follows its predecessor’s template by focusing on a jar of mayo being repeatedly dipped into during a pastiche of The 12 Days of Christmas that ends “And a jar of Hellmann’s mayonnaise”.
To engage with younger consumers, the Unilever brand is set to partner with Buzzfeed’s Proper Tasty platform on Facebook from 26 December into January, to co-create dinner recipes using festive leftovers and Hellmann’s mayo - which claims to have been “a Christmas table staple since 1913”.
Hannah Webb, brand manager for Hellmann’s, said: “Over 12 million households buy Hellmann’s mayonnaise, and we estimate this figure will increase even further during the festive period as Brits consume as many as 100 million turkey sandwiches.”
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