DeVries picked by Hellmann's to bring out new products

ENGLEWOOD CLIFFS, NJ: Hellmann's/Best Foods has signed DeVries Public Relations as its agency of record while it ramps up some new product launches.

ENGLEWOOD CLIFFS, NJ: Hellmann's/Best Foods has signed DeVries Public Relations as its agency of record while it ramps up some new product launches.

Owned by Unilever, the client markets mayonnaise and mustard products east of the Rockies as Hellmann's, and in the West as Best Foods.

Among DeVries' tasks will be helping introduce Hellmann's three new Dippin' Sauces - ranch-, barbecue-, and honey-mustard-flavored products in squeeze bottles intended for use with foods such as vegetables, chicken nuggets, and pretzels. The campaign will begin this summer, said agency CEO Madeline DeVries.

DeVries described the pitch as "competitive," but Unilever would not discuss the value of the yearlong contract. The agency caters to a few large accounts, billing 10 clients $14.5 million last year.

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