Hellmann’s will return to the Super Bowl for the fourth consecutive yr with one other spot centered on its program combating food waste, in accordance with news shared with Marketing Dive. Announcing the plans, the Unilever-owned mayonnaise marketer indicated that the annual sporting event is a significant source of food waste, providing a timely opportunity to advertise “Make Taste, Not Waste,” which inspires creative use of leftovers. Previous Hellmann’s Super Bowl commercials have also focused on the subject, looking for to balance a purpose-led message with the entertainment value fans seek during TV’s biggest night.
“Given what we find out about food waste the day after the sport, there couldn’t be a more relevant moment to drive awareness and make an impact in regards to the issue,” said Chris Symmes, marketing director of dressings North America at Unilever, in an announcement. “For the last three years, we’re proud to say that our message got people talking about leftovers — we even saw a rise within the conversation about food waste by double digits — and now we have plans to make this yr essentially the most impactful yet.”
Hellmann’s will run a 30-second ad for the CBS broadcast slated for Feb. 11 throughout the second quarter, the corporate confirmed. Agency Wunderman Thompson developed the creative.
The brand’s latest big game play follows a Super Bowl campaign earlier this yr that paired actors Jon Hamm and Brie Larson, punning on their food-friendly names. The effort, which ends with a cameo from Pete Davidson, was also made with Wunderman Thompson and received a muted reception.
Hellmann’s has ramped up its football presence in recent months, inking a lifetime endorsement deal with Titans quarterback Will Levis in August. The strategy has prolonged to the school arena as well through a partnership with the SEC that included the inaugural Hellmann’s Award.
The Hellmann’s news arrives as a deluge of Super Bowl-related promoting announcements are expected within the weeks ahead as brands attempt to stoke anticipation for what are sometimes exorbitantly pricey campaigns. CBS in November said it was “virtually sold out” of Super Bowl LVIII inventory, with reports suggesting the network has sought between $6.5 million to $7 million for 30 seconds of airtime.
Hellmann’s factoring a purpose-driven theme into its Super Bowl strategy also comes as parent Unilever reassesses the tactic that it helped popularize. The packaged goods giant, which is within the midst of a leadership transition, has stated that it can not force-fit purpose on all of its brands after its approach became unfocused in recent times.
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