Hellmann's Unveils New TV Campaign To Launch Squeezy Format
Published on May 15 2013 4:09 PM in Uncategorised
Unilever brand Hellmann's is launching a new €400,000 marketing and TV advertising campaign to highlight the launch of its new squeezy format.
The TV ad forms part of Hellmann’s “No Messing” ATL and BTL campaign comprising of digital, PR, in-store activation, customer marketing and outdoor advertising. The campaign will roll out throughout the BBQ season, a key occasion for the brand’s portfolio of products.
According to Lola Danlos, Assistant Brand Manager for Hellmann’s at Unilever UK and Ireland: “We wanted to create an advert that would capture the essence of why the new squeezy format has been developed – to enhance the summer barbeque experience for the consumer. As the leader in Mayonnaise with a 81% share of the total Mayonnaise market, we are committed to investing into the category and encouraging further growth into the squeezy sector."
The new squeezy format was developed in response to consumer research and demand for squeezy formats, and features a ‘no mess’ patented design and a bigger base for maximum stability.
Danlos added: “With the BBQ season coming up, consumers will benefit from the new unique features of the packaging format; the clean lock cap with a patented design provides freshness and the conical shape and softer plastic allows for easy pouring, enabling a convenient “no messing” squeeze for an improved experience.”