Heinz takes the gloves off in mayo battle with Unilever's Hellmann's

Heinz is making a direct comparison with arch-rival Hellmann's in a new outdoor and print campaign for Seriously Good Mayonnaise.

Since the product was launched in 2016 – replacing the previous underperforming Heinz Mayonnaise – it has increased its market share to almost a fifth of mayo sales, according to Nielsen data.

The new campaign takes aim at the once unchallenged giant of mayonnaise, Hellmann’s, with the message "As smooth as Hellmann’s, only Heinzier".

It was created by Felipe Guimaraes, Lambros Charalambous, Adrian Thomas and Andrew Stone at Bartle Bogle Hegarty.

Martina Davis, Sauces senior brand manager at Kraft Heinz, said: "Not only will this disruptive campaign help to further drive category growth, it will encourage the reappraisal of shoppers’ mayonnaise brand of choice.

"Consumers instinctively know when it’s Heinz sauce – they also know that nothing else will do and the same now goes for mayonnaise as well."

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