Hellmann’s / Hellmann’s Light / Calvé / Ligeresa:
Communications brief development
Unilever’s four mayonnaise brands across UK, Spain & France had to discover how to:
a) credibly demonstrate taste superiority
b) exploit & define the emotional benefits of the newly developed brand keys
c) approach sustainability
We helped create clear, differentiated communications propositions for each brand with road maps for the next 5 years.