Hellmann's and Best Foods

Why would you make it when this freezer staple is so good? Another one that I was kind of surprised by because she has made this, mayonnaise.

Hellman's mayonnaise.

Oh, right, right, right, right.

She name drops the brand in recipes.

She cooks with it.

She uses it to make her own spicy mayo.

But ultimately, Hellman's is where it's at for her.

Yep.

and Levi's are the only jeans you buy, but it's very hard for Levi's to get you to buy Levi's branded underwear as well.

Similarly, Hellman's mayonnaise.

Mayonnaise is great and people who buy mayonnaise and maybe even buy a lot of mayonnaise because they're fans of mayonnaise, certainly like mayonnaise, but there's very little that Hellman's can do to get that person to buy another jar per year.

And that's one of the most pernicious myths and damaging beliefs in marketing is that we should focus on our loyal buyers and we should get them just to buy us one more time.

Well, thank you for enlightening us, Mr. Ethan, on advertising and measurement.

I don't know if you have a mayonnaise debate going on in France or in Europe, but there certainly one goes on in the United States about mayonnaise.

Hellman's and Duke's mayonnaise, and you are a Hellman's or Duke's family.

That's what was in your house.

There's also some regional stuff to it, but you can get both anywhere.

Okay, so hang on.

I thought

you only bought Hellman's.

Let me specify.

Okay.

I don't know if you saw on Blue Sky, uh, Discontinued Foods, uh, posted, it was a, some '70s Hellmann's promotion to make-

[laughs] This sounds like a '70s Hellmann's thing

... potato salad.

Yeah.

I'm picturing, like, a Kraft Single.

Yes, and it looks like a red Kraft Single kind of, and it's from Hellmann's, which I know for mayo.

So, like, they're trying to get up in their ketchup gig, I guess.

But, like, um, it's, it's like a, a, kind of a square, it...

Allegedly this got 30,000 online signatures, which is also not that many, but the actual stuff I can find about the petition is just further social media posts from other brands.

Like Hellman's mayonnaise piped up to say, we also think this is a good idea and sign it like that kind of thing.

You know, it's just all on a calendar and a social media marketing office.

Just let me float in a giant vat of hot dog water into the abyss.

They so do, Alex.

Yes.

Hellman's does make mustard.

So I was correct about that.

That's where I think all art forms, but particularly in advertising and marketing, it becomes very exciting of connecting unexpected cultures to different areas of other cultures.

So, for instance, there was a project I did for Hellmann's mayonnaise.

I love this one.

This is very clever.

Mayo campaign.

If you don't remember Hellman's Mayo campaign, he made some money

off that.

That's not career earnings.

That's horrible.

Uh-huh.

Mayo, you'll never look at Hellman's Mayo the same.

Never.