Heinz has done a very good job of making itself the #1 ketchup. But does everyoine love ketchup. Hellmann’s is, in fact, the other contender in the battle of the condiments with its mayo and it has rallied itself to go to battle.
Hellman’s is inviting people with the surname, Heinz, but a preference for mayo, to change their name to Hellmanns.
“We believe the name you’re born with shouldn’t dictate your condiment preference,” stated Jamie Cordwell, executive creative director at Hellmann’s. “We wanted to give mayo-loving Heinzes a chance to set the record straight and publicly declare their love for mayo.”
Germany has the highest concentration of Heinzes globally so it became the battleground for Hellmann’s very unconventional campaign.
The response, via Instagram, was perhaps unexpected. It’s a daring campaign. But five mayo fans named Heinz volunteered to swap their surnames to Hellmanns on their public social profiles. One of them was Christoph Heinz. He even underwent the legal process of changing his name from Heinz to Hellmanns. And the brand turned that into a documentary campaign film.
Hellmann’s then produced an OOH and print executions to underpin its social campaign.
