Hellmann's Mayonnaise

In my Principles of Advertising class, my faux team was assigned to work with Hellmann's Mayonnaise and I volunteered to develop the ideas and the actual production of the advertisements. My portfolio for this class consisted of a series of three ads; the first being a minute time slot displaying all uses of the condiment besides being eaten, the second showcasing the product in a doll house kitchen to represent the homeliness of Hellmann's, and lastly, a physical product sample of Hellmann's inside of a magazine.

Advertisement #1

I had overheard a group of my classmates discussing their disdain for consuming the condiment, which inspired and determined me to find a way to market the product to a larger audience that would not require the mayonnaise to be consumed. I recollected a time when a close friend told me she would put mayonnaise in her hair as a part of her hair routine (she is later featured in the hair segment of the video ad) and this broadened my perspective on other ways it could be utilized. There are two recurring themes throughout the first three ads; the short clips begin with a shot of the recommended serving size featured on the back of the packaging and the second is a recurring tagline stating "It's not just a condiment". I wanted to tie back into what Hellmann's is iconic for in the last advertisement in the series, where it showcases Mayo's tried and true place as a condiment.

Advertisement #2

I came across a mini-brand version of Hellmann's Light Mayonnaise Squeeze in my dorm room and I brainstormed a way I could incorporate the toy into one of the advertisements for this assignment. I researched past slogans the brand has used and the one that stuck out to me was "It wouldn’t be home without Hellmann's". I have a dollhouse in my childhood home and I wanted to showcase how the condiment not only has an essential place in any household but also the nostalgia that emerges from seeing it. This mini-series of advertisements includes two slogans, one tying into the mini theme stating "It's the little things in life" and the interpretation of my own version of the original “It’s not home without Hellmann’s”.

Advertisement #3

For the last advertisement in this portfolio, I wanted to create a product sample. Since using Hellmann’s as a hair conditioner was the most popular “unconventional way” to use the product I decided to put focus on that concept. I recalled seeing similar samples in magazines for shampoo, so I purchased a magazine, printed my campaign onto cardstock, glued all the components together, and then created an unofficial sample for Hellmann’s. The way the sample is positioned, the ripped seam, and the end of the paper line up perfectly, so when one squeezes the condiment out of the sample, it is meant to simulate squeezing the product down one’s hair.