Hellmann's targets mainstream audience

Unilever Bestfoods is launching new advertising aimed at giving Hellmann's mayonnaise mainstream appeal, rather than being just the foodie's choice.

The strategy takes a step forward on 15 March with the national debut of a 30-second ad to launch Hellmann's Burger Sauce.

Lowe has created the campaign, which builds on the no-nonsense approach to promoting Hellmann's, which was introduced this year.

Initiative Media is handling media planning and buying for the six-month campaign, which marks a significant departure from the last Hellmann's TV burst in the summer of 2002. It featured the Cold Feet star John Thompson and the line: "People who love food, love Hellmann's."

The new approach is epitomised by the Birmingham actor Nick Holder, a so-called "people's champion", who is featured bemoaning the lack of Hellmann's in various everyday favourite foods.

The strapline is: "You know the big dollop's right."

The latest execution features Holder and his nephew in a park cafe where the pair are taken aback by the lack of Hellmann's sauce for their burgers.

But Holder's impassioned speech is interrupted by his worldly wise nephew, who begins lecturing the man behind the counter on how to run his business.

The endline is: "You know the little squirt's right."

The ad was written and art directed by Ed Morris. It was directed by Steve Reeves through Another Film Company.

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