A Famous Mayonnaise Brand Celebrates 100 Years of Success
The Hellmann's mayonnaise brand celebrates its 100th anniversary this year.
In an article entitled ""Hellmann's is 100: Chef Mario Batali entlisted for the Mayo
Brand's Anniversary" by Mae Anderson, Unilever, the brand's owner, is launching a marketing campaign in relation to the "top-selling mayonnaise in the United States".
The celebratory campaign will include TV, print and digital ads, a Facebook page, and YouTube videos featuring chef Mario Batali cooking up Hellmann's recipes, a smartphone app, and a Labour Day weekend event in New York that will include the world's largest picnic table.
According to Brian Orlando, Hellmann's senior marketing director, "After 100 years, we decided it was worth going out and revisiting this brand and what it is today."
Although people have been creating their own mayonnaise for centuries, Hellmann's got its start when "a German immigrant, Richard Hellmann, began selling his wife's version at his deli in New York in 1905. The company changed hands several times. Unilever bought it in 2000."
Mae Anderson notes that Americans spend approximately $1.87 billion on mayonnaise each year. Hellmann's captures a 31.1 percnt share of the market. In comparison, Kraft Mayo holds a 23.8 per cent share. Kraft's Miracle Whip has a 15.6 per cent share.
Despite diversification, the most popular product over the years is still Hellmann's classic version due to its "simplicity".
Marketing has also helped the brand name's popularity, with the well-known ad slogan "Bring out the Hellmann's and bring out the best" from 1987.
For more information about this brand or other brands, consult the Encyclopedia of Consumer Brands. The Hellmann's brand appears in Volume 1: Consumable Products.
For more information about market share, consult the Market Share Reporter. It is available both in print and electronically.
For books on brands in general, check out the following, recent titles at the Toronto Public Library:
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| Brand Revolution | Designing Brand Identity | The Edge |
For more titles on this topic, search the Toronto Public Library catalogue with the recommended subjects:
- Advertising – Brand name products
- Brand name products
- Branding (Marketing)
- Business names
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