The agency won the brief after a roster pitch. Craik Jones has been briefed to develop a multimedia campaign. Activity will include direct marketing to drive consumers to a microsite that displays the variety of dishes and occasions on which the condiment can be used.
Erin Smith, Hellmann's brand manager, said: "Craik Jones has consistently delivered great work for Unilever brands, and its ideas for this campaign are typically inventive and engaging.
"We had no hesitation in awarding the agency this new brief for Hellmann's."
Craik Jones already works on Unilever's Carte D'Or, Bertolli and Birds Eye brands. Unilever is talking to roster agencies about the customer relationship marketing task for its Vaseline brand.