Will Levis, the NFL quarterback known for his talent and love for Hellmann’s mayonnaise, has recently been awarded a lifetime contract with the condiment company. Hellmann’s saw an opportunity to partner with Levis due to his celebrity status and the social buzz he generates.
According to spokesperson Symmes, Hellmann’s already has a strong presence in about half of U.S. households. Therefore, the goal of this partnership is not just to create awareness but to drive more usage among consumers. The company wants to inspire people to think of mayonnaise as more than just a condiment.
As part of their “Make Taste, Not Waste” campaign in Super Bowl advertising, Hellmann’s has been encouraging people to explore different uses for mayonnaise. However, it is uncertain whether Levis will be involved in the campaign’s fourth year as decisions are still being made.
When asked about the possibility, Symmes stated, “We’re always assessing our communication strategy and roadmap, so it’s definitely worth consideration. But nothing has been finalized just yet.”
