The Unilever-owned mayonnaise brand will launch a new campaign taking its tagline, “The greatest thing ever, apparently”, from a fan’s Facebook comment which called the brand “one of the greatest things ever created”.
The campaign, which has “social listening at the heart” according to the brand, will use other positive consumer endorsements from its social media channels not only in a TV ad which will kick off on 1 April, but also in print, PR, digital and social media activity.
The brand hopes this strategy will not only “excite existing Hellmann’s shoppers” but will also attract new consumers to what Unilever claims Read full story ›
Source: Marketing Week
Industry News