Heinz Becomes Hellmanns

Client: Hellmann's (Unilever)

Germany is a country that absolutely adores ketchup – it’s the #1 condiment (by far). So, in a country with more people named Heinz than anywhere else in the world, we put the call out to see if any of the 35,490 Heinz’s were mayo lovers and would be willing to make the ultimate commitment – by changing their name from Heinz to Hellmanns. By showing that even Heinz’s loved mayo and were willing to make the switch, we were able to get others to reconsider their condiment choice.