TribLIVE

| Business


 
Larger text Larger text Smaller text Smaller text | Order Photo Reprints

Hellmann's whips up centennial campaign

On the Grid

From the shale fields to the cooling towers, Trib Total Media covers the energy industry in Western Pennsylvania and beyond. For the latest news and views on gas, coal, electricity and more, check out On the Grid today.

Daily Photo Galleries

Business Photo Galleries

By The Associated Press
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.

Subscribe today! Click here for our subscription offers.

 

 
 


Show commenting policy

Most-Read Business Headlines

  1. Highmark lays off nearly 100 workers, mostly in IT, as membership declines
  2. Easier home loan rules worry some
  3. Toyota Mirai to run on hydrogen fuel cells, widen green-vehicle divide
  4. Severance tax on natural gas drilling backed by Pa. voters
  5. Corporate food masquerades as hipster fare
  6. Wolf tax proposal puts Beaver County Shell plant at risk, gas group head says
  7. Mylan closes $5.3B tax-lowering deal with Abbott Labs
  8. Phelan: Designer made mark on DeLorean project
  9. Few in Westmoreland County opposed to expansion plan for Mariner pipeline
  10. Nissan’s sport coupe  a performance steal
  11. Rue21 adjusts for tough market