Unilever brand Hellmann’s is launching a new £15m campaign, taking its slogan from a Facebook fan comment.
The brand has used a Facebook post from a fan posted earlier this year, that proclaimed the brand’s mayonnaise was “One Of The Greatest Things Ever Created”.
Developed by agency Ogilvy & Mather London, the ad shows the Facebook post which sparked the activity before asking if it is really better than the lightbulb, rollercoaster faces or the internet.
It ends on the tagline: “The greatest thing ever created. Apparently.”
This launch spot airs in the US from 23 March, and in the UK from 1 April, with further global launches planned throughout 2015. Activity is planned to run across TV, Cinema, Online and in Social Media throughout the campaign.
The move marks Hellmann’s biggest investment in over decade and the start of an ongoing strategy to create a unified global voice for the brand.
Recently, the Unilever brand has boosted its presence on social media. Last year’s ‘Life Hacks’, took to YouTube and Facebook with a series of videos on what people could make from an empty jar.
Dede Laurentino, Global Executive Creative Director for Unilever at Ogilvy & Mather, commented: “The amazing things people say about Hellmann’s match the very heart of the brand: it’s real, fun and inspiring. Like Hellmann’s, this idea is social by design”.
Julian Nichols, Senior Global Brand Director for Hellmann’s at Unilever, commented: “It’s humbling to see the many amazing things that people all over the world say about Hellmann’s. Sharing the love people express in a humble and playful way is at the heart of our new global campaign idea and we are excited to watch it develop”.