Hellmann’s, the mayonnaise brand from Unilever UK, is set to unveil a remake of its Christmas TV ad, as part of a £1m pound investment drive across TV and social media throughout December.
The revamp of the ad, which aired back in 2005, is designed to appeal to a modern audience with its contemporary, foodie feel. To amplify the campaign further and to engage with a younger millennial audience, between 26 December 2016 and into January 2017, Hellmann’s will partner with Buzzfeed’s Proper Tasty platform on Facebook. The activity will see the brand co-create a Christmas dinner leftovers recipe to inspire people to get creative with their Christmas day extras using Hellmann’s Mayonnaise.
Hannah Webb, brand manager for Hellmann’s, said: “Over 12 million households buy Hellmann’s mayonnaise and we estimate that this figure will increase even further during the festive period as Brits consume as many as 100 million turkey sandwiches between Christmas and New Year.”
The relaunch of the Christmas TV ad and the partnership with Buzzfeed is designed to raise awareness of the brand around this key period, as well as inspire consumers to make the most of their Christmas leftovers.
The online partnership follows on from a recent collaboration between the brand and Buzzfeed in the US. The Boxing Day recipe will be shared with the platform’s 13.6m followers.