Mariana Hortega

This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

Published 19 Apr 2022

Reference 6640

Topic Marketing

Industry Food and Beverages Production

Region Europe

View case
This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

Published 19 Apr 2022

Reference 6640

Topic Marketing

Industry Food and Beverages Production

Region Europe

View case