Positioning Hellmann’s as category leader in sauces and condiments

With only so much space in the sauces and condiments aisle and lots of brands and own-label products fighting for space, we worked to drive traction and consideration for Hellmann’s amongst retailers during a year-long engagement campaign.

We were tasked to drive traction and consideration within the trade with a focus on major multiples and convenience stores.

We implemented a year-long trade engagement strategy taking a Grocer-first approach to optimise shelf space in the multiples and convenience sectors. This included offering exclusive content before wider trade media outreach, to maximise editorial opportunities and share of voice in features, highlighting Hellmann’s’ full offering and making lots of noise around its innovation including its vegan variant and salad dressings – tapping into the seasonal hype.

Tactics included a Hellmann’s four-page category masterclass and a Grocer front cover with bespoke commentary secured within the Focus On category analysis from the business group lead.

We generated the greatest share of voice vs. competitors in 2022 with a reach of over 4 million readers for not just its hero mayo, but its wider offering too – including Hellmann’s Vegan Mayo which is now the UK’s no.1 Vegan Mayonnaise brand with a 53.4% value share (Nielsen).