HELLMANN'S:
CRAFTING ICONIC
FLAVORS SINCE 1912
A Creative Deconstruction of Hellmann's
Brand and Marketing Campaign
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MEET OUR TEAM
Asen
Dzhalev
Stanislav
Alashki
Valeria
Mircheva
Zdravko
Belyashki
HISTORY OF HELLMANN'S
Richard Hellmann
Strategic Aquisition
Founded Hellmann’s in 1912 as a German
immigrant in New York City
In 2000, Unilever acquired Hellmann's for
approximately $24.3 billion.
CONDIMENT INDUSTRY
1. Leading brand in mayonnaise
and related condiments
2. Main Competitors
• KraftHeinz
• Duke's
• McCormick
• Conagra
• Nestle (Thomy brand)
3. Current trends
• Flavored Mayonnaise
• Sustainability Initiatives
• Plant-based alternatives
https://sustainablebrands.com/read/hellmanns-save-mayo-sandwiches-extinction
https://www.supermarketperimeter.com/articles/12366-hellmanns-on-a-winning-streak-with-flavored-mayos
About Hellmann’s
1.Mission
Hellmann's mission is to add extra
flavor to your favorite recipes with
its tasty product range &
commitment to responsibly
sourced ingredients.
2. Values
Hellmann’s has always believed in
the power of taste, because when
food tastes good, less of it is wasted.
Make Taste, Not Waste
https://www.unilever.com/brands/foods/hellmanns/
https://www.hellmanns.com/us/en/our-story.html
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1579.-2207520000/584056253127576/?type=3
PRODUCTS
Packaging
• Glass Jars: Classic, resealable
• Squeeze Bottles: Perfect for fast,
even application
• Single-Serve Sachets:
Convenient for on-the-go
meals in the fast food chains
Ingredients
Real, Simple Ingredients: “At
Hellmann's it's all about food!
Mayonnaise or drizzle sauces, each
is made with real ingredients for real
moments. “ - Hellmann’s website
Portfolio
• Real Mayonnaise: The classic, creamy,
rich-flavored mayo
• Light Mayonnaise: 60% less fat, same
rich taste
• Olive Oil Mayonnaise: Made with a
blend of oils
• Vegan Mayo: Plant-based alternative;
no eggs required
• Flavored Mayos & Spreads: Garlic Aioli,
Chipotle, Roasted Red Pepper, and other
• Dressing & Sauces: Caesar, Ranch,
Honey Mustard, and other
Recent Developments
• Introduction of environmentally
friendly packaging
• Expansion into plant-based
mayonnaise alternatives
https://www.unilever.com/brands/foods/hellmanns/
https://www.hellmanns.com/us/en/our-story.html
TARGET
GROUPS
Home Cooks
Families
Food Enthusiasts
Individuals aged 25-54
who prepare meals at
home
Health-Conscious
Individuals
Households seeking
convenient and tasty
meal additions
Those who love food and
experimenting with
flavours
Consumers interested in
organic or low-fat options
https://www.mmaglobal.com/case-study-hub/case_studies/view/36694
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BRAND
POSITIONING
• Quality Ingredients: The superior
taste is contributed by the use of
real ingredients
• Versatility: Wide range of dishes
from sandwiches to salads
• Heritage: More than a century of
producing mayonnaise
• Sustainability Commitment:
Adherence to the Unilever
Sustainable Agriculture Code (SAC)
Emphasizing on a rich legacy and
dedication to excellence and
quality, Hellmann's positions
itself as the top option for
mayonnaise.
VALUE
PROPOSITION
https://www.hellmanns.com/uk/hellmanns-sustainably-sourced-ingredients.html
Image source
But what happened
WHEN SALLY MET
HELLMANN'S?
https://www.youtube.com/watch?v=UX9qfSEKyuc
About the campaign
A Nostalgic Super Bowl Reunion
“When Sally Met
Hellmann’s”
• The Hellmann’s 2025
Super Bowl ad
• The reunion marks
Hellmann’s fifth
consecutive year in the
Super Bowl
• The mayo brand reunited
Billy Crystal and Meg
“When Harry Met
Sally”
• 1989 American romantic
comedy film
• one of the most iconic
sandwich scenes in
movie history
• Filmed at Katz’s Deli, New
York
Meg Ryan
Billy Crystal
Ryan at Katz’s Deli after
36 years
• The ad combines humor
with a touch of romance,
making Hellmann’s feel
like a fun, must-have part
of the Big Game
experience — and
beyond.
Creative Team: VML (Ad agency), collaboration with Warner Bros. and original director Rob Reiner
https://www.marketingbrew.com/stories/2025/02/07/hellmann-s-when-harry-met-sally-super-bowl-ad
KEY MOMENTS
Crystal’s character
celebrating their anniversary
(Harry) wears his
over a traditional deli lunch
signature cable-knit
sweater
Sally is displeased with her
turkey sandwich until she
adds a generous squeeze of
rich and creamy Hellmann’s
mayonnaise
The ad was also designed to
reach younger people
through the surprise
appearance of Sydney
Sweeney at the end.
Re-creation of the famous
"fake orgasm" scene
Sweeney’s line, “I’ll have what
she’s having,” was originally
delivered in the movie by Rob
Reiner’s mother, Estelle Reiner.
SPECIAL TOUCHES
Sally sitting across from Harry,
https://www.marketingbrew.com/stories/2025/02/07/hellmann-s-when-harry-met-sally-super-bowl-ad
https://www.vml.com/news/hellmanns-hits-the-spot-in-big-game-ad
KEY MESSAGE
Hellmann’s transforms ordinary
sandwiches into something
extraordinary.
The iconic "I'll have what she's
having" moment shows that
Hellmann’s mayo makes food
so good that others want it,
too.
Sally’s sandwich goes from
disappointing to "mindblowing" with Hellmann’s —
positioning the brand as an
essential upgrade to gameday food.
COMMUNICATION CHANNELS
Advertisements
Super Bowl Commercials:
• A 30-second and 60-second version of the ad aired during the
second quarter of the Super Bowl - ensuring high visibility.
Social Media Platforms:
• Both versions of the ad were shared across Hellmann’s social
media and YouTube to extend the reach
• Influencer marketing - Hellmann’s sent cream-colored
sweaters (inspired by Harry’s famous cable-knit sweater) to
popular creators like Alix Earle and Eloise Dufka to drive
engagement among Gen Z.
Teasers and Extended Cuts:
• Hellmann’s released teaser content - including a photo on Meg
Ryan’s Instagram, mirroring the original movie’s final scene
• An extended version of the ad features improvised lines from
Crystal and Ryan, maintaining the authenticity and humor of
their chemistry.
Collaborations
Katz’s Delicatessen (NYC):
• Hellmann’s launched a ‘What She’s Having’ Sandwich
Package - sold via Katz’s website - featuring ingredients for
Sally’s turkey sandwich (with Hellmann’s mayo) and Harry’s
pastrami sandwich.
• The package was available for nationwide delivery in time
for Super Bowl watch parties.
Food Recovery Network:
• It partnered with the Food Recovery Network to redistribute
surplus food from the Big Game to local hunger relief
organizations
Partnership with People Magazine & Dotdash Meredith:
• To extend the campaign past the Super Bowl, Hellmann’s
planned a special Valentine’s Day screening of When Harry
Met Sally in partnership with these media outlets - linking
the nostalgic love story with food and Hellmann’s mayo.
CONSUMER BEHAVIOUR
FRAMEWORKS
Sources for images:
https://www.youtube.com/watch?v=UX9qfSEKyuc
https://www.canva.com/photos
FRAMEWORK 1
Utalitarian & Hedonic Consumption
Utalitarian consumption - is goaloriented, driven by functionality and
necessity. Consumers seek
efficiency and practical benefits
from products.
Hedonic consumption - driven by
pleasure, emotions, and sensory
experiences. Consumers buy
products for enjoyment, nostalgia, or
status appeal rather than necessity.
DECONSTRUCTION
Utalitarian & Hedonic Consumption
Utilitarian Appeal: The ad
presents Hellmann’s mayo as an
ingredient that enhances the
quality and taste of a sandwich.
It highlights how Hellmann’s
improves the meal, making it
Hedonic Appeal: The
more satisfying. This positions
commercial leverages
the product as a practical
humor, nostalgia, and
necessity for consumers who
want their food to taste better.
emotional resonance by
recreating an iconic movie
scene, making the
experience of consuming
Hellmann’s feel fun,
memorable, and culturally
significant.
FRAMEWORK 2
Classical & Instrumental Conditioning
Classical Conditioning - occurs
when a stimulus becomes
associated with an existing
emotional response through
repeated exposure. Brands use
familiar sights, sounds, and cultural
references to trigger positive
associations in consumers’ minds.
Instrumental conditioning focuses on reinforcement and
rewards to influence consumer
behavior. Positive experiences
with a product encourage
repeat purchases and brand
loyalty.
DECONSTRUCTION
Classical & Instrumental Conditioning
Classical Conditioning: The
ad pairs Hellmann’s with
nostalgia and humor by
recreating the famous deli
scene from When Harry Met
Sally. This triggers positive
associations in viewers’ minds,
making them subconsciously
link Hellmann’s to fun, joy, and
classic American culture.
Instrumental Conditioning:
Sydney Sweeney’s reaction (“I’ll
have what she’s having”) acts
as social reinforcement,
suggesting that Hellmann’s is
so good that others want to
experience it too. This
reinforces the idea that
choosing Hellmann’s is the
"right" choice, encouraging
consumers to try it and repeat
the behavior.
FRAMEWORK 3
The Extended Self
The extended self refers to how consumers use brands and
products to express their identity, values, and sense of
belonging. People form emotional connections with brands
that align with their self-image, making these brands an
extension of themselves.
Products reflect:
Brands target:
personality
pop culture
experiences
personal memories
cultural affiliations
emotional experiences
Brand Loyalty &
Emmotional Attachment
DECONSTRUCTION
The Extended Self
The ad links Hellmann’s with the cultural identity of
film lovers and nostalgic consumers, particularly
those who cherish When Harry Met Sally as an
iconic rom-com. By associating itself with this film,
Hellmann’s becomes part of the consumer’s
extended self, especially for those who resonate
with the movie’s romantic, comedic, and nostalgic
appeal.
For younger audiences, the inclusion of Sydney
Sweeney (a modern-day celebrity) bridges
generational gaps, making nostalgia relevant
across different age groups. This allows
Hellmann’s to appeal to both older consumers
reliving memories and younger consumers
engaging with pop culture in a new way.
FRAMEWORK 4
Persuasion & Message Appeals
Persuasion in advertising involves
using specific strategies to influence
consumer attitudes and behaviors.
Advertisers carefully select appeals
that evoke emotions, reinforce
credibility, or present logical
arguments to make their message
more convincing.
Message
appeals:
Humour
Nostalgia
Social Proof
DECONSTRUCTION
Persuasion & Message Appeals
Humour appeal:
Nostalgia appeal:
The ad recreates a famous comedic
By featuring Meg Ryan and Billy
moment from When Harry Met Sally,
Crystal in the same deli, wearing the
with the moaning sounds scene from
same outfits, the ad taps into
the movie. Humor increases ad
nostalgia, reminding long-time fans
memorability and engagement,
of their love for the film. This
ensuring that viewers associate
sentimental connection strengthens
Hellmann’s with positive emotions.
emotional attachment to Hellmann’s.
Social proof appeal:
Sydney Sweeney’s response (“I’ll have
what she’s having”) acts as social
validation. Her reaction is so
exaggerated and enthusiastic that it
reinforces the message: Hellmann’s
makes food irresistible. This appeal
encourages viewers to follow her lead
and try the product themselves.
INTERESTING ISSUES & CONTROVERSIES
GENERATIONAL DISCONECT
Concerns were raised about younger viewers
who might not be familiar with the 1989 film,
possibly leading to a disconnect with the ad's
references. This could result in the message not
resonating with a broader audience.
AUTHENTICITY OF PRODUCT USE
Questions arose around the use of store-bought
products in the authentic deli. As most New York
sandwich shops would probably use their own
home-made condiments.
OVERELIANCE ON NOSTALGIA
It can be said that the commercial leaned too
heavily on nostalgic elements without offering
fresh creativity. This approach was seen as a
safe bet, potentially lacking innovation.
HIGH BUDGET OF A SUPERBOWL AD
There was also an argument about whether
COMMERCIALIZATION OF ICONIC SCENES
The use of such a beloved scene, sparked the
debate of commercialization of popculture
moments. Some saying that in this way the
brand deminishes the legacy of the movie.
Hellmann’s needed to spent $16M on a
Superbowl Ad, or it could have just aired it at
regular time. As this high amount of adspent is
rarely seen to have a positive return.
https://www.adweek.com/brand-marketing/superbowl-59-ad-tracker-watch-all-commercials-2025/
EFFECTIVNESS &
EFFICIENCY
High Purchase Intent:
Industry Recognition:
53% of viewers indicated they
were more likely to purchase
Hellmann’s after the ad. (Ispot)
Ranked First among the Top 5
most effective Super Bowl ads
of 2025. (Forbes)
https://www.ispot.tv/hub/driving-intent-in-super-bowl-lixkey-kpis-for-hellmanns/
https://www.forbes.com/sites/charlesrtaylor/2025/02/11/the5-most-effective-super-bowl-ads-of-2025/
Strong Emotional &
Media Integration:
Audience Engagement:
High attention and engagement
ratings; evoked nostalgia and
humor. (Entropik)
https://www.entropik.io/blogs/super-ads-in-focus-superbowl-2025-commercials-decoded/
Integrated with Roku & Walmart
for direct-to-cart purchases
https://www.marketingdive.com/news/hellmanns-rokuwalmart-super-bowl-shoppable-ad/739337/
OUR
OPINION
Your paragraph text
Screenshots from:
https://www.youtube.com/watch?v=UX9qfSEKyuc
This campaign leaves a feeling of
nostalgia, humor, and indulgence,
making us crave the perfect
sandwich in combination with
Hellmann’s mayo. We were heavily
influenced by the iconic stars in the
ad and highly impressed by how
Hellmann’s transformed a simple
meal into something extraordinary
and very memorable.
THANK YOU FOR
YOUR ATTENTION!