Hellmann’s hires MS&L to promote squeezable brand

Bestfoods UK, which makes Marmite and Bovril, has hired Manning Selvage and Lee to promote the Hellmann’s squeezable mayonnaise brand.

Bestfoods UK, which makes Marmite and Bovril, has hired Manning

Selvage and Lee to promote the Hellmann’s squeezable mayonnaise

brand.



The agency won the account last week after a three-way pitch, understood

to have been against Hill and Knowlton and Green Moon. The three-month

campaign is believed to carry fees of around pounds 100,000.



Manning Selvage and Lee will work alongside a Hellmann’s advertising

campaign poised to run this month. The PR campaign will lead up to the

advert’s launch, and will run during and following the advertising

campaign.



The target audience is aged between 25 and 40. The PR campaign will

promote the use of the product over the summer, when more people use

mayonnaise.



Hellmann’s leads the UK mayonnaise market, which is estimated to be

worth pounds 62 million annually.



Hill and Knowlton runs the Bestfoods press office.



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