Hellmann’s Print
We did a number of campaigns for Hellmann’s. Some focused on increasing usage, others on improving the ingredients in their mayonnaise. They even thought of introducing a product that tasted more like Miracle Whip. Fortunately, they nixed that idea. Ewww. Miracle Whip isn’t good.
Hellmann's LOVE Spokesperson: Carla Hall
Carla is a finalist on Top Chef's Season 5. She's proven to be one of the most popular contestants in thehistory of the hit reality cooking show. Her personality is exuberant, quirky and loveable - add that to her deft skills as a diverse chef to make for a winning combination. Most importantly, Carla is known for her philosophy of "adding the love" to her dishes and asking the Top Chef judges if they can "taste the love" in her food. These catchphrases have immediately become part of today's pop culture lexicon.And fit perfectly into the LOVE campaign.
"I believe that all of the emotions you are feeling when you're cooking food, especially when you share it with other people, go into the food. I really do call love the secret ingredient because if you're in a happy place — if you're happy about anything — it's not just cooking," - Carla Hall
Carla is a finalist on Top Chef's Season 5. She's proven to be one of the most popular contestants in thehistory of the hit reality cooking show. Her personality is exuberant, quirky and loveable - add that to her deft skills as a diverse chef to make for a winning combination. Most importantly, Carla is known for her philosophy of "adding the love" to her dishes and asking the Top Chef judges if they can "taste the love" in her food. These catchphrases have immediately become part of today's pop culture lexicon.And fit perfectly into the LOVE campaign.
"I believe that all of the emotions you are feeling when you're cooking food, especially when you share it with other people, go into the food. I really do call love the secret ingredient because if you're in a happy place — if you're happy about anything — it's not just cooking," - Carla Hall
Carla's TC Quickfire Challenge & Online Presence
Top Chef loves its product partnerships. Hellmann's is a perfect choice for one of the weekly QuickFire Challenges. "The Hellmann's Sandwich Lovers Challenge" would have Carla returning to judge a contest where the 'cheftestants' will use Hellmann's mayonnaise to create a new, innovative sandwich. This winning sandwich will be named and will have a place on the hellmanns.com/love site. It will include the recipe and a demo video with the winner and Carla.
Note: The Top Chef season runs through winter ending late February 2010. Challenge could be around Valentines Day.
Carla will also have a section at the website where she offers her recipes, tips, answers questions and has demo videos where she interacts with fans.
Top Chef loves its product partnerships. Hellmann's is a perfect choice for one of the weekly QuickFire Challenges. "The Hellmann's Sandwich Lovers Challenge" would have Carla returning to judge a contest where the 'cheftestants' will use Hellmann's mayonnaise to create a new, innovative sandwich. This winning sandwich will be named and will have a place on the hellmanns.com/love site. It will include the recipe and a demo video with the winner and Carla.
Note: The Top Chef season runs through winter ending late February 2010. Challenge could be around Valentines Day.
Carla will also have a section at the website where she offers her recipes, tips, answers questions and has demo videos where she interacts with fans.
Supermarket cross promotion
Carla is a finalist on Top Chef's Season 5. She's proven to be one of the most popular contestants in thehistory of the hit reality cooking show. Her personality is exuberant, quirky and loveable - add that to her deft skills as a diverse chef to make for a winning combination. Most importantly, Carla is known for her philosophy of "adding the love" to her dishes and asking the Top Chef judges if they can "taste the love" in her food. These catchphrases have immediately become part of today's pop culture lexicon.And fit perfectly into the LOVE campaign.
"I believe that all of the emotions you are feeling when you're cooking food, especially when you share it with other people, go into the food. I really do call love the secret ingredient because if you're in a happy place — if you're happy about anything — it's not just cooking," - Carla Hall
Carla is a finalist on Top Chef's Season 5. She's proven to be one of the most popular contestants in thehistory of the hit reality cooking show. Her personality is exuberant, quirky and loveable - add that to her deft skills as a diverse chef to make for a winning combination. Most importantly, Carla is known for her philosophy of "adding the love" to her dishes and asking the Top Chef judges if they can "taste the love" in her food. These catchphrases have immediately become part of today's pop culture lexicon.And fit perfectly into the LOVE campaign.
"I believe that all of the emotions you are feeling when you're cooking food, especially when you share it with other people, go into the food. I really do call love the secret ingredient because if you're in a happy place — if you're happy about anything — it's not just cooking," - Carla Hall