“We decided obviously given his talent, his celebrity and his love for the condiment and Hellmann’s that this would be a fantastic partnership,” Symmes said, adding that the social buzz is “an opportunity for Hellmann’s to reach newer and younger consumers.”
Hellmann’s already shows up in about half of U.S. households, so the goal is more about driving more use, not necessarily awareness, Symmes said. That doesn’t mean seriously trying to get people to put Hellmann’s in coffee, he said, “but we do hope to inspire people to think of using mayonnaise as more than just a condiment.”
That’s also been a highlight of Hellmann’s “Make Taste, Not Waste” campaign in Super Bowl advertising over the past three years. Levis, being in the NFL, might seem a natural fit for year four of that effort, but Symmes said the play has yet to be called.
“We’re always assessing our communication strategy and roadmap, so it’s definitely worth consideration,” Symmes said. “But nothing has been finalized just yet."