Hellmann’s Real Talk Campaign has arrived in Canada — with the help of a high-profile Canadian chef, entrepreneur, television personality and foodservice-industry consultant.
“This is the first foodservice influencer partnership we’ve ever done,” says Mary-Cate Whelan, Associate Brand Manager, Hellmann’s. “He’s a larger-than-life personality who can straddle the boundaries between foodservice, entertainment, and consumers. He’s also a huge Hellmann’s fan who uses it in all his kitchens and his cookbooks.”
The year-long campaign will provide insight into what’s going on in the restaurant world right now as it faces the challenges of rising costs, labour shortages, and supply interruptions. The dedicated Real Talk website will include informative testimonial videos, recipes, and demonstrations with industry professionals showcasing how they use Hellmann’s to elevate their dishes.
“Hellmann’s Real Talk Campaign is one way of showing mayonnaise is something operators should not compromise on,” says Whelan. “In tougher economic times it’s more important than ever that chefs choose premium products and ingredients. They may cost more up front, but we are showing how they can benefit the bottom line more.”
Even though customers may be pinching pennies, they are looking for a special experience when they go out, she adds. “They expect quality, even when it’s simply a dressing on a salad, a dip, or on a sandwich. Guests get really excited by the delicious components tied with a flavourful mayonnaise sauce or dressing.”
Mayonnaise plays a huge part in many classic and up-and-coming menu items. Burgers and sandwiches, for example, remain a hugely popular mainstay for consumers, notes Whelan. “But we’re also seeing different types of dishes where operators are starting to use Hellmann’s more. Tacos are a big one and bowls have really taken off since the pandemic. Guests get really excited by the delicious components tied with a flavourful mayonnaise sauce or dressing.”
A quality mayonnaise can also provide opportunities for operators to customize their menu offerings, she notes. “Add an ingredient or two — such as garlic, herbs, or some spicy heat — and you can easily and economically elevate a dish without compromising on quality.”
As the number-1 consumer-trusted brand, having an established brand name such as Hellmann’s on the menu lets consumers know what they can expect. “While some may think it’s replaceable, Hellmann’s is the mayonnaise that shows your customers that you’re a restaurant that chooses quality every time.”
