Hellmann's Is 'Proudly Imitated' in Canada Day Campaign

How’s the saying go? 'Imitation is the highest form of flattery.' Or 'Often imitated, never replicated.'

Perhaps you’ve noticed how many different may brand jars look like Hellmann’s, with its beloved blue lid, yellow labels and other unmistakable visual cues. In new work for Hellmann’s, Ogilvy has leaned into this fact in a clever and confident way, using the brand recognition of Canada’s No. 1 mayo brand to reinforce just how proud they are to be so often imitated.

For Canada Day, Hellman’s is taking the opportunity to declare itself ‘Proudly Imitated Since 1913’ – reconstructing its iconic jar in an almost indistinguishable way. Displayed on social and through OOH at Yonge/Dundas Square, Hellmann’s reveals the truth hiding in plain sight: Everyone wants to be Hellmann’s, because Hellmann’s is the best.

The imitators. The imposters. And while they might trick your eyes upon first glance, they’ll never trick your tastebuds. Simply put, lookalikes don’t tastealike. As a new strategy, we’re going to focus on the superiority and iconicity of one of the world’s most beloved brands. There might be a thousand and one mayos out there, but there’s really only one.” said Francesco Grandi, chief creative officer of Ogilvy Canada.