Latest unlikely entrant
Unilever’s Hellmann’s is joining a growing list of first-time Super Bowl advertisers as the first mayonnaise brand in the game, Ad Age’s Jack Neff reports. Its entry is part of a major rotation that has seen such brands as Budweiser, Coke and Pepsi skip the game as seemingly unlikely brands like Huggies move in.
Amy Schumer will star in the ad, which focuses on Unilever’s greater objective, to reduce food waste. While Heinz has previously been in the game with ketchup ads, mayo isn’t typically seen as a game-day food. But the goal of the Hellmann’s ad is to show how mayo can be used to turn leftovers into new meals, and hence, reduce waste.
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