#United States #New York #Unilever #Katz's Deli #Hellmann's

Hellmann's Celebrates Nostalgia with a Big Game Ad

This February 9th, a charming moment unfolds at Katz's Delicatessen in New York City, as Hellmann's Mayonnaise introduces its highly anticipated ad for the Big Game. The commercial invites the audience to relive the nostalgic vibes of classic rom-coms while witnessing a whimsical sandwich order become the focal point of this culinary tale.

The teaser, which was launched on January 23, creates a lively atmosphere inside the storied deli. It features a waitress who recites a meticulous sandwich order that not only highlights the sandwich's ingredients but also the exact specifications of how they should be sliced and arranged. The moment is punctuated by the delightful addition of “Hellmann's, on the side,” setting the stage for a playful culinary romance.

Jessica Grigoriou, the Senior Vice President of Marketing for Condiments at Unilever North America, remarked, “This year, we’re tapping into nostalgia and the timeless appeal of Hellmann's, which has been a part of so many flavorful moments since 1913. Much like the Big Game and classic rom-coms, Hellmann's brings people together to enjoy life’s simple pleasures like a deliciously creamy sandwich.” This year’s ad not only reinforces Hellmann's legacy but also seeks to unite viewers over a shared love for comfort food, making it the ultimate conversation starter for football fans.

The Influence of Nostalgia in Marketing

Nostalgia plays a vital role in effectively connecting brands with consumers. By drawing inspiration from popular films of the past, Hellmann's aims to evoke warm feelings of familiarity as viewers prepare for one of the biggest sporting events of the year. This clever marketing strategy aims to stimulate cravings while keeping consumers engaged through a lighthearted yet relatable narrative.

Anticipation for the Full Commercial

The full ad will premiere during the Big Game on February 9, continuing Hellmann's tradition of successfully blending humor with emotion. This marks the fifth consecutive year that the brand has collaborated with agencies VML, Mindshare, and Edelman to deliver memorable advertising content around this highly popular event.

Fans of both sports and culinary delights can expect more teasers leading up to the game, which will be disseminated through popular social media platforms, including Hellmann’s official Instagram account. Such campaigns not only amplify engagement but also foster community amongst fans excitedly anticipating the Big Game feast that will undoubtedly feature a fair share of delicious sandwiches and, of course, Hellmann's mayonnaise.

Hellmann's and Katz's Deli

Katz’s Delicatessen is an iconic establishment in New York, famous for its hearty sandwiches and timeless charm. Featuring in Hellmann's ad injects a unique flavor into the narrative, further solidifying the connection between beloved classic sandwiches and creamy condiments.

As the countdown to the Big Game begins, both Hellmann's and Katz's will stoke enthusiasm within their audience. As fans prepare for the football showdown, one can be sure that the catchy phrase “Hellmann’s, on the side” will soon be echoed in households across the nation.

For updates and behind-the-scenes content leading up to the game, follow Hellmann's on social media. Get ready to grab a sandwich, slather it with mayonnaise, and enjoy the excitement of the game!