Hellmann's whips up centennial campaign

| Thursday, May 16, 2013, 12:01 a.m.

A lot changes in 100 years, but the key to Hellmann's success may be that not much has changed for the mayonnaise.

To celebrate Hellman's centennial birthday, owner Unilever is embarking on a marketing campaign to drum up attention for the country's top-selling mayonnaise, whose formula remains almost the same as it was a century ago. Media spending has not been disclosed, but it's the largest ever campaign for the brand.

Unilever, a Dutch consumer goods company with brands ranging from Dove soaps to Magnum ice cream, has dubbed the campaign “Bringing the best together.” It includes TV, print and digital ads, a Facebook page and YouTube videos featuring chef Mario Batali, a smartphone app and a September event that will include the world's largest picnic table.

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