Hellmann’s has turned America’s
condiment craze into a long-running brand play. With “Do Dip,” its latest VML New York campaign, the mayo giant keeps using
the NFL as a stage for comic takes on game-day eating. From quarterback cameos to fashion riffs and movie throwbacks, the humor has stuck — helping deliver double-digit sales growth and lifting
household penetration from 17.3% to 17.9%. Brent Lukowski, Hellmann’s senior director of marketing for U.S. condiments, tells CPG Insider more about the brand’s football play.
This interview has been edited for length and clarity.
CPG Insider: There’s been a lot written about America’s growing love for sauces, especially among Gen Z.
What’s fueling that trend — and the influx of so many new brands?
Brent Lukowski: There are so many dynamics at play. One thing we know, at the macro level, is that everyone
loves condiments. Everyone uses condiments. It's a very American consumption occasion. And with Gen Z, they love to explore. They're more adventurous. They're interested in international flavors, new
foods that generations before didn't really engage with. Lots of companies are uncovering these insights, too.
CPG Insider: Hellmann’s continues to be the No. 1 player. How does
that shape your challenge compared to newcomers?
Lukowski: Yes, we're present in about one out of every two households in America. We focus on top-of-mind awareness. Hellmann's is
certainly well-known, but are people thinking about us every mealtime, and what are the occasions that they may not have considered us? How do we maintain relevance and also help consumers think about
us differently? Or reappraise what they think about mayonnaise, in general?
CPG Insider: You’ve made football your main stage. Why is the NFL such a natural fit?
Lukowski: Football is such a natural occasion for us. There's a tailgating culture and watch-party spreads, and our recipe for Disappearing Buffalo Chicken Dip is becoming famous. The
challenge we set for ourselves is how to approach football in the most relevant way, communicating with excitement and authenticity.
There are a lot of different ways that people consume
football, and our audience is fragmented — there are die-hard fans, people who are just Fantasy Football geeks, and those who are only in it for the snacks. We want to bring something
different for each, and new ways to be where they intersect. Last year, for example, we launched Will Levis’ No. 8 perfume to connect with fragrance and beauty fans. And we continue to partner
with specific teams, and we are adding new partners to our arsenal.
CPG Insider: And how does this new ad, which stars a clueless fan, build on that?
Lukowski: When we asked
VML for ideas about how to reach these various audiences, they had some great ideas. This focuses on a boyfriend who knows nothing about football. But he feels at home at this watch party because he's
brought the Disappearing Buffalo Chicken Dip, made with Hellmann's. And it’s very relatable. Anyone who has ever been to a watch party has had this experience.
This one is running on TV,
streaming and social, And we have in-stadium activations, too.
CPG Insider: After five years with the NFL, how do you look at return on investment now?
Lukowski: Our
business priorities are about what we're trying to do from a cultural perspective. We want to become synonymous with football, and of course, we are watching sales and market share.
CPG
Insider: Are you looking at opportunities beyond football? Basketball and soccer also have plenty of eating occasions.
Lukowski: We are. We are constantly trying to find the territory
and contexts that are relevant for us to play in. We don't want to just insert ourselves in any moment where we may not be able to show up authentically. And we still see a lot of runway in football.
For instance, we have a little campaign going on BookTok, where we've found a natural and easy way to engage with that community.
CPG Insider: Last one — has anything surprised
you about mayonnaise itself?
Lukowski: Yes. It’s astounding to me how many people use it in unique ways. Many people think, “Oh, mayo on a turkey sandwich.” But people
love it on tomato sandwiches. And many people grew up eating mayo on bread, sprinkled with powdered sugar and cinnamon.