Unilever’s Hellmann’s will return to the Super Bowl for the fourth consecutive year, the company announced on Tuesday, with a 30-second spot expected to run in the second quarter.

The ad will appear on CBS, as well as TelevisaUnivision for the Spanish-language broadcast. 

In prior years, the brand has had one key addressable element—switching to Best Foods branding in the Western U.S. where the brand is sold under that name.
 

As in prior years, the ad will be created by Wunderman Thompson as the agency prepares for its merger into VML under WPP effective Jan. 1. The media buy was handled by WPP’s mindshare.

The game day ad will continue to highlight Hellmann’s multi-year “Make Taste, Not Waste” initiative, according to a statement. The campaign aims to raise awareness about food waste during an event that’s one of the biggest food waste occasions of the year in the U.S., and Hellmann’s role as an ingredient for repurposing leftovers.

The 2024 Super Bowl is slated for Feb. 11 in Las Vegas. 

“Hellmann’s has always dedicated its Big Game commercial to the fight against food waste,” said Chris Symmes, Unilever marketing director for dressings in North America, in a statement. “Given what we know about food waste the day after the game, there couldn’t be a more relevant moment to drive awareness and make an impact about the issue. For the last three years, we’re proud to say that our message got people talking about leftovers. We even saw an increase in the conversation about food waste by double digits, and we have plans to make this year the most impactful yet.”

Hellmann’s already has had a play in the NFL this season, having previously signed Tennessee Titans quarterback Will Levis, famous for his love of mayo, to a contract worth a lifetime supply of Hellmann’s in a mock press conference.