Hellmann’s turned a classic condiment into a pop culture conversation
While the classic turkey sandwich might be more satisfying with a thin layer of mayonnaise filling the crevices of the bread, Hellmann’s is more than just another condiment. With the brand’s recent promotions, the pop culture connection strengthens. Instead of just opening another jar, now people are saying you had me at meow.
During this year’s Super Bowl, one of the most memorable moments was Mayo Cat. That simple “meow” turned out to be the moment that resonated beyond just another jingle. It is one of many examples how Hellmann’s mayonnaise is a bridge that connects a wide array of people.
Even if someone does not have a cat at home, the play on words, the imagery, and the humor allowed the brand to spread a conversation beyond just a sandwich, dip for fries, or even an ingredient in a chocolate cake. It is a way to say that even though Hellmann’s has been that staple for decades, it is always fresh, useful, and relevant.
The brand even put its condiment on people’s fingertips. The specialty manicure served as another layer. It might not have been a beauty regime that grandma prescribed, but it was a fusion of a modern trend.
As time progressed, the brand found other ways to integrate itself into pop culture. During the recent Olympics, the idea of mayonnaise as a dipping sauce was about unity, not separation. Instead of sparking a debate over the better dip, it was a way to better appreciate both sides, even marry the two together. Sometimes the table and the food on it are the best vehicles to find that connection.
Lastly, Hellmann’s appreciates that loyal fans should be celebrated. Its continued partnership with football player Will Levis is a prime example. What started as a well-time response to a viral moment has become more than just a one-off. The newest scent of food and sport had people hungry for more.
What could be next for Hellmann’s in its pop culture takeover? Only time will tell, but it will a flavor that will have people hungry for more.