NEW YORK: Unilever Bestfoods' Hellmann's mayonnaise has hired Hill & Knowlton to handle the PR component of a major integrated marketing program this year.Spending levels have yet to be determined, said Christiane Paul, senior brand manager for Hellmann's.
Hellmann's is the top-selling mayonnaise in the US. Unilever recently reported that its top brands saw 5.3% sales growth last year compared with only 3.8% growth overall in 2000.
"We want to make sure that Hellmann's stays relevant for consumers," said Paul in explaining plans for this year's Hellmann's campaign. "PR is an absolutely critical part of our marketing mix."
H&K last year worked on a campaign that included a contest and webcast for Hellmann's salad dressings. The firm's creativity in that campaign prompted Unilever Bestfoods to hire it for the mayonnaise work, Paul said. "They have the ability to use PR creatively,
Some PR efforts for the mayonnaise are already underway, but Paul expects the bulk of activity to come during the peak summer selling season. In addition to PR, the campaign will include advertising and consumer promotions.
The account will be handled by H&K's consumer marketing practice in New York.