Unilever pins hopes on better weather with BBQ-themed Hellmann's ad

Unilever is hoping the UK's miserable weather will warm up soon and usher in the barbecue season, as it launches a TV ad campaign promoting the squeezy-bottle format of Hellmann's Mayonnaise.

Unilever: readies BBQ campaign
Unilever: readies BBQ campaign

The TV ad, which launches on 1 April, will feature the bottle taking centre stage on a tabletop "red carpet". Making its way down the carpet, all other condiments and ingredients appear to dance and cheer as the squeezy bottle meets a gourmet burger and a bun, creating the "perfect pair".

The ad ends with a close-up of the mayonnaise being squeezed onto the burger, with a focus on the clean-lock cap and the caption "Delicious Hellmann’s. No messing".

Unilever launched the revamped squeezy format in February, and is supporting the launch with a £2.8m marketing investment.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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