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    1 case(s) found.

    Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

    By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
    Add to cart popular extra
    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

      Length 9 page(s)

      Topic Marketing

      Region Europe

      Industry Food and Beverages Production

      View case

      Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

      By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
      Add to cart popular extra
      • Reference 6640

      • Published 19 Apr 2022

      • Length 9 page(s)

      • Topic Marketing

      • Region Europe

      • Industry Food and Beverages Production

      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.
        View case

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