Hellmann’s is aiming to knock multiple items off Canadians’ to-do lists with a brand expansion that offers a personalized dining experience while decluttering fridges.

Convenience and customization are key to the new Chicken Wing Mayonnaise Style Dips rolled out last week as part of the Unilever company’s Flavours line. The concept behind the premixed sauces and the accompanying “End Condiment Hoarding” campaign, created in partnership with Ogilvy, is part of a larger strategy at Hellmann’s to add value and utility to consumers who pick up their mayonnaise products.

“We know that cluttered fridges and half-used sauces can be a challenge, so we designed these dips to be convenient, all-in-one flavour solutions,” Ritu Choudhary, associate brand manager at Hellmann’s Canada, tells strategy. “This approach taps into utility marketing, offering a product that’s not just delicious but also practical, space-saving and reduces food waste.”

Hellmann’s went deep to develop the concept of a fridge-clutter epidemic with a survey conducted by public-relations firm Edelman and carried out by Harris Poll Canada that shows that 45% of Canadians say condiments take up an unnecessarily large amount of fridge space, a number that jumps to 65% among Gen Z respondents.

With the added knowledge that 60% of survey participants said they sometimes use expired condiments just because they’ve been in their fridge for so long, Hellmann’s is inviting Canadians to post to Instagram their aging and half-empty sauces in an effort to find the country’s oldest condiment. Participants will be offered discounts and the user whose condiment bottle furthest exceeds its expiration date will receive a prize.

The brand expansion also aligns with findings in Unilever’s Key Future Menus 2025 Trends research released earlier this month that identified demand for more personalized dining experiences as one of the top trends to watch this year.

“As consumers seek more ways to personalize their meals, we continue to innovate with dips and condiments that enhance flavour exploration in households,” Choudhary says. “This focus on customization, variety and high-quality ingredients ensures our products stay relevant to evolving food trends and consumer preferences.”

The “End Condiment Hoarding” campaign is part of an overall push by Hellmann’s to expand its audience net while cutting down on food waste.

Partner agencies for the digital campaign include Ogilvy (creative), Initiative (media), UStudio (digital) and Edelman (PR).