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Unilever brand Hellmann's just unveiled its new effort to cheer on football fans in the upcoming season.
Together with global communications agency Edelman US, the brand is helping fans enjoy their game day by covering their food spread, even when their "spread" isn't looking too well.
To do this, it's bringing a custom tailgating RV to the cities of underdog teams to deliver game day dishes and "mayotivate" their fans during their game day watch parties.
In the coming Sundays, the RV will drop by several hotspots and neighborhoods to spread the love and good energy to fans by giving them free Hellmann spreads.
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The RV, together with Hellmann's mascot "Manny Mayo," will be making its first stop in Jacksonville, Florida this Sunday, September 29.
Notably, the brand announced its new efforts in a hilarious Instagram reel showing the POV of a player as his coach gives him a "mayotivational" speech.
Unilever Dressings Head of Marketing Chris Symmes shared his thoughts behind the initiative, as the brand knows that while some fans show up to the tailgate for football, others "show up for the food spread."
"Whatever your motivation is, Hellmann's is covering the spread for football's dedicated fans and helping to mayotivate them this season.
From our Big Game advertising spots to our partnership with Will Levis, Hellmann's is continuing to deepen its footprint within football culture and remind fans that mayo is the ingredient that brings their game day dishes together," Symmes explained.
Hellmann's Touchdown
"Mayotivation" follows a series of efforts that deepen the brand's association with the football community.
Last August, it teamed up with Tennessee Titans quarterback Will Levis to debut the world's first parfum de mayonnaise, "Will Levis No. 8."
"Rich and creamy, Will Levis No. 8 is more than a mayonnaise-inspired fragrance. It's transformative. I've eaten mayo, drank mayo, and now I can smell like mayo," Levis shared at the time of the campaign's launch.
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Hellmann's new move to support fans in their spreads hopes to bounce off this momentum, continually "mayotivating" those that need it throughout the season.
It's a solid way to build brand recognition among sports fans, strengthening its name as the official mayo sponsor of the Big Ten Conference, New York Giants, New England Patriots, and Tennessee Titans.
Last week, Edelman also launched a new campaign with Pure Leaf Tea and celebrity entrepreneur Martha Stewart.
Editing by Katherine 'Makkie' Maclang
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