New salad dressings join Hellmann's range next week in a relaunch that includes new packaging, cross brand promotions and new ads. The changes are part of Unilever Bestfoods' drive to grow the brand's share of salad dressings and reinforce its mayonnaise sector leadership. It is also pushing both sectors beyond cold food with a total marketing spend of £4.75m. The new salad dressings ­ Luxury Citrus and Luxury Orange and Honey ­ can also be used as marinades, to stir fry vegetables or as a dressing for pasta. New Italian Light is an improved version of Creamy Italian. Orange and Honey and Italian Light have been added to the mini portions range. The dressings' new bottles are slimmer and more rounded and labels include descriptors and serving suggestions. Tray size is now six so retailers can carry more variants. Advertising highlights the brand's premium positioning. A £3m TV campaign kicks off in May and features actor John Thompson, star of TV's Cold Feet, as an obsessive foodie. Press ads, running from May to September in women's magazines, and posters which go up in the summer, carry the line: People who love food, love Hellmann's'. The mayonnaise versions focus on hot food. Instore promotions, starting in May, involve host foods, such as lettuce and potatoes, and tastings. There is also a free recipe cards offer. {{MARKETING - P&P }}