Hellmans 100 years jar

Unilever is marking the 100th anniversary of the launch of Hellmann’s with a limited-edition jar and a new TV ad.

The jars are rolling out now across Hellmann’s Real and Light mayonnaise and feature a blue ribbon design and the words ‘celebrating 100 years’. The TV ad will air from next month and is focused on the brand’s heritage and taste.

The Hellmann’s brand holds a 70% value share of the £144m mayonnaise category [IRI 52 w/e 6 July 2013].