In its latest campaign, Hellmann’s Canada has updated the label of its former vegan mayo to plant-based mayo, and partnered with chef Matthew Ravenscroft on a series of incognito taste tests. The latest effort is part of the brand’s larger strategy to build on previous plant-based efforts like “Plantified” and “The Vegans” and demonstrate that its plant-based mayo offers the same taste and texture as the regular one.
In a series of videos, Ravenscroft challenges his non-vegan food industry friends – chef Dwight Smith, food influencer Brandon Petrasso and culinary producer Michelle Rabin – to prepare dishes using what they believe to be normal Hellmann’s mayo. The test conclude with Ravenscroft revealing that they’ve actually been using the plant-based version all along, leaving the culinary experts stunned.
Lara Wazz, associate brand manager at Hellmann’s Canada, tells strategy that the brand aims to make its mayo more accessible to a growing number of Canadians exploring plant-based diets, a trend that has gained significant momentum in recent years.
“Our Vegan Mayo has been a beloved staple for plant-based mayo lovers for years. We also know many Canadians have been looking for more plant-based options in their kitchens, but may not consider themselves 100% vegan,” Wazz says. “While we’re proud to continue offering Canadians the same great taste and real simple ingredients Canadians know and love from our vegan mayo, our updated label reflects our efforts to continuously evolve our brand positioning to meet Canadians where they’re at.”
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While the brand typically targets its marketing efforts to vegans and plant-based Canadians, Wazz says that the label change and campaign marks a new shift in direction for the brand, which seeks to reach those who are curious about this type of eating and intrigued to explore more plant-based options, but are skeptical about compromising on taste and texture.
The campaign is supported by content shared on influencer and owned social channels. Wazz notes that with many Canadians turning to social media for recipe and trend inspiration, the brand decided to focus on Hellmann’s Instagram channel and tap into the influencers that social media users turn to for ideas, including a mix of vegan and non-vegan recipe creators.
“Placing an emphasis on these influencer and digital channels helped us to connect with our target audience to share the news about our updated label, while demonstrating to them how plant based mayo is the perfect way to add a little more flex to their diets,” she says.
Edelman led creative and PR and influencer relations for the new campaign, while Initiative was behind paid media and UStudio on organic social media.
