Hellmann’s Puts Together Mayo Jar Made Up Of Wannabe Rivals’ Bottles
Image via Ogilvy
Hellmann’s drips authenticity over competitors with a rather witty campaign poking fun at—and celebrating—the abundance of mayonnaise brands that mimic its iconic jar design.
The Canadian-born brand has honored its undeniably Hellmann’s blue lid and yellow label for Canada Day with an eye-catching collage that shows it is “Proudly Imitated Since 1913.” The billboards, displayed at high-traffic areas like Toronto’s Yonge-Dundas Square, depict a large mayo jar with a slightly off-kilter design.
Image via Ogilvy
On closer inspection, you’ll realize the visual is a Frankenstein’s monster of generic labels.
The entire campaign, crafted by Ogilvy Canada, bottles up the saying, “Imitation is the sincerest form of flattery,” quite well.
Image via Ogilvy
Image via Ogilvy
[via Little Black Book and Ogilvy, images via Ogilvy]
