Hellmann’s Scores Touchdown with ‘Game-Changing’ Super Bowl Ad

Hellmann’s is returning to the Super Bowl for the fourth year in a row with another ad focusing on its food waste reduction program. The Unilever-owned mayonnaise brand shared news of its plans, stating that the major event is a significant source of food waste and an opportune time to promote its "Make Taste, Not Waste" initiative, which encourages creative use of leftovers. Previous Super Bowl commercials from Hellmann's have also highlighted this issue, aiming to strike a balance between a purpose-driven message and the entertainment appeal that fans seek on TV's biggest night. Chris Symmes, Unilever's marketing director of dressings in North America, emphasized the relevancy of driving awareness and making an impact on the issue of food waste during a statement, and expressed pride in the previous impact of the campaign. Plans are in place to make this year's effort the most impactful yet.

Hellmann’s has confirmed that they will be airing a 30-second ad during the second quarter of the CBS broadcast on Feb. 11. The creative behind the ad was developed by agency Wunderman Thompson.

This upcoming big game play is the latest from the brand, following a Super Bowl campaign earlier this year that featured actors Jon Hamm and Brie Larson, cleverly playing on their food-friendly names. The campaign also included a cameo from Pete Davidson and was met with a muted reception.

Hellmann’s has increased its presence in the football world, signing a lifetime endorsement deal with Titans quarterback Will Levis in August. They have also partnered with the SEC, setting up the inaugural Hellmann’s Award. This comes as numerous Super Bowl-related advertising announcements are anticipated in the upcoming weeks, as brands seek to build hype for the often expensive campaigns. CBS has reported being close to selling out Super Bowl LVIII inventory and is asking for $6.5 to $7 million for 30 seconds of airtime.

Hellmann’s is incorporating a purpose-driven theme into its Super Bowl strategy while its parent company Unilever reevaluates the approach it has promoted. Unilever, currently undergoing a leadership transition, has announced that it will not impose purpose on all of its brands after its previous approach lost focus in recent years.