Hellmann's

Hellmann's is a Unilever-owned food brand centered on mayonnaise and related sauces. In Colombia, the brand is presented through a local market website and operates within the consumer-staples category, specifically sauces and seasonings. Its core proposition is the use of creamy mayonnaise and condiments to add flavor, texture, and versatility to sandwiches, salads, snacks, side dishes, and prepared meals. The brand's portfolio is built around mayonnaise, supported by adjacent dressings and sauces where available in a particular market. This gives Hellmann's a role that extends beyond a table condiment: its communications frequently encourage consumers to use mayonnaise as a recipe ingredient. The brand therefore competes not only for condiment purchases but also for meal occasions, household cooking occasions, and food-service-style uses at home. Hellmann's marketing has increasingly connected product usage with practical meal inspiration and food-waste reduction. The central idea behind the global Make Taste, Not Waste platform is that leftovers and ingredients already available in the refrigerator can be turned into appealing meals rather than discarded. This purpose-led positioning gives the brand a sustainability-related narrative while remaining linked to taste, convenience, and cooking creativity. Campaign examples have included recipe guidance delivered through digital channels, retail activations designed to influence shoppers at the point of purchase, entertainment partnerships, and high-profile advertising tied to major sporting and cultural events. The brand has also used localized consumer engagement. A Brazil campaign called WhatsCook used WhatsApp to provide personalized recipe help based on ingredients consumers already had at home. Other programs have demonstrated the versatility of mayonnaise through recipe recommendations delivered in grocery-shopping contexts or through entertainment programming. These initiatives reflect a broader strategy of moving consumers from awareness to usage by showing concrete ways to incorporate the product into meals. Hellmann's has maintained a prominent presence in North American advertising, including repeated Big Game campaigns focused on food waste. A 2024 execution featured Kate McKinnon, Pete Davidson, and the character Mayo Cat. In 2025, the brand used nostalgia and entertainment by reuniting Meg Ryan and Billy Crystal in a commercial inspired by When Harry Met Sally, while connecting the advertisement to a sandwich collaboration with Katz's Delicatessen. Such campaigns are international brand-building examples rather than evidence of identical execution in Colombia. For Colombia, the available information supports identifying Hellmann's as an active Unilever brand marketed in the country. The local product assortment, Colombian management structure, manufacturing arrangements, and market-specific sales data are not established by the supplied references and are therefore not stated here.

The supplied material does not provide a sufficiently documented chronology of Hellmann's founding, early ownership, international expansion, or the launch of its Colombian operation. What can be established is that Hellmann's is an active Unilever food brand with a portfolio focused on mayonnaise and condiments, and that it is marketed in Colombia through a dedicated local web presence. In its modern marketing, Hellmann's has developed from a conventional mayonnaise brand into a broader meal-solutions platform. Communications emphasize the product's culinary flexibility, encouraging consumers to use mayonnaise in recipes rather than limiting it to sandwiches or as a finishing condiment. Retail and digital programs have been used to provide recipes at moments when shoppers are deciding what to cook. One documented activation used iBeacon technology and the Epicurious app to send recipe ideas to consumers in grocery aisles, with the stated objective of improving perceptions of mayonnaise's versatility and encouraging additional usage occasions. The brand's purpose-led work has increasingly focused on food waste. The Make Taste, Not Waste platform frames leftovers and unused refrigerator ingredients as opportunities for creative cooking. Hellmann's Brazil applied this idea through WhatsCook, a WhatsApp-based experience that offered personalized cooking guidance from a professional chef based on ingredients consumers had available. Other entertainment and content partnerships have used family cooking and recipe challenges to demonstrate how mayonnaise can help transform leftovers into new dishes. Hellmann's has also invested in large-scale cultural advertising. Its Big Game work has combined food-waste messaging with celebrity, humor, and entertainment. The 2024 campaign featured Kate McKinnon, Pete Davidson, and Mayo Cat. The 2025 commercial, When Sally Met Hellmann's, reunited Meg Ryan and Billy Crystal in a recreation inspired by the famous deli scene from When Harry Met Sally and extended the activation through a Katz's Delicatessen sandwich offering. A separate German campaign, Heinz to Hellmann's, used people named Heinz who were willing to change their names or public identities to Hellmann's as a playful response to the strength of the Heinz name in Germany. The campaign illustrates the brand's use of advocacy, social participation, and cultural references to build conversation around mayonnaise. These examples describe documented global or regional initiatives and should not be treated as proof that each program ran in Colombia. Colombian assortment, local leadership, manufacturing, distribution, and market performance require additional country-specific sources.

1. 2025When Sally Met Hellmann's

   Meg Ryan and Billy Crystal appeared in a Hellmann's Big Game commercial inspired by When Harry Met Sally, supported by a Katz's Delicatessen sandwich activation.

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2. 2024Mayo Cat Big Game campaign

   Hellmann's used a humorous advertisement featuring Kate McKinnon, Pete Davidson, and Mayo Cat to continue its food-waste platform during the Big Game.

   Source

A trusted mayonnaise and condiment brand positioned around creamy taste, meal versatility, recipe inspiration, and reducing food waste by helping households make better use of available ingredients.

• Hellmann's MayonnaiseMayonnaise

  The brand's core product category, used as a spread, dressing, dipping sauce, and cooking ingredient. Hellmann's marketing presents mayonnaise as suitable for a broad range of meals and leftover transformations, rather than only as an accompaniment for sandwiches.

• Hellmann's Dressings and SaucesCondiments

  Adjacent dressing and sauce products extend the brand beyond standard mayonnaise into meal accompaniment and recipe applications. Exact products and availability vary by country, and the supplied material does not establish the current Colombian assortment.

• 2025When Sally Met Hellmann's

  United States

  A Big Game commercial reunited Meg Ryan and Billy Crystal in a nostalgic recreation inspired by When Harry Met Sally, linking the product to a turkey sandwich and a Katz's Delicatessen partnership.

  Outcome. Hellmann's and Katz's Deli offered a related sandwich package for consumers, extending the advertisement into a retail and food experience.

  Source
• 2024Make Taste, Not Waste: Mayo Cat

  United States

  Hellmann's used a Big Game commercial starring Kate McKinnon, Pete Davidson, and Mayo Cat to encourage consumers to make creative use of leftovers.

  Outcome. The campaign continued Hellmann's recurring Big Game presence for its food-waste message.

  Source
• WhatsCook

  Brazil

  Hellmann's Brazil used WhatsApp to connect consumers with personalized recipe guidance based on ingredients in their refrigerators, demonstrating the brand's food-waste and meal-inspiration platform.

  Outcome. The reference describes consumer engagement and customized cooking assistance but does not provide independently verified performance figures.

  Source
• Hellmann's: Delivering Inspiration at Point of Sale

  United States

  An activation used iBeacon technology and the Epicurious app to deliver recipe ideas while shoppers were making grocery decisions, with the goal of showing mayonnaise's versatility as a meal ingredient.

  Outcome. The program was designed to increase usage beyond conventional condiment occasions and measure changes in purchase behavior and consumer attitudes.

  Source
• Heinz to Hellmann's

  Germany

  Hellmann's recruited people named Heinz to participate in a social campaign involving name changes and branded storytelling, turning a competitor-associated name into a platform for advocacy of mayonnaise.

  Outcome. The campaign generated social participation and connected Hellmann's with German mayonnaise fandom.

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• Expansion of food-waste purpose platformStrategy

  Hellmann's sought to connect its mayonnaise proposition with a practical consumer problem: unused ingredients and leftovers being discarded at home.

  What changed. The brand developed Make Taste, Not Waste communications, recipe content, digital assistance, entertainment integrations, and major advertising around using available food more creatively.

  Aftermath. The platform became a recurring theme in Hellmann's marketing, including repeated Big Game advertising. Country-specific commercial effects are not established in the supplied sources.

  Source

• 2025Hellmann's reunites Meg Ryan and Billy Crystal for 2025 Big Game commercial

  The When Sally Met Hellmann's advertisement revisited the cultural memory of When Harry Met Sally and promoted a related sandwich package with Katz's Delicatessen.

  CampaignOther
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• 2024Hellmann's features Mayo Cat in 2024 Big Game food-waste campaign

  The brand's fourth consecutive Big Game advertisement supporting its food-waste platform featured Kate McKinnon, Pete Davidson, and Mayo Cat, using humor to encourage consumers to repurpose leftovers.

  CampaignOther
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1. Hellmann's Colombia official website
2. Hellmann's Big Game commercial press release
3. Adweek report on Hellmann's Mayo Cat advertisement
4. Edelman case study: Heinz to Hellmann's
5. MMA case study: Hellmann's point-of-sale recipe activation
6. WhatsCook
7. Expansion of food-waste purpose platform