When it comes to bringing together the best ingredients to make the best memories, Hellmann’s has decades of experience – 100 years to be exact. New York deli-goers discovered a condiment that made their club sandwiches even more delicious. The secret ingredient was the deli owner Richard Hellmann’s family recipe for mayonnaise, which would become one of America’s most enduring and iconic food brands: Hellmann’s Mayonnaise.
Fast forward 100 years to today, Hellmann’s is inviting fans everywhere to join its birthday celebration and take a trip down memory lane with a century of America’s most delicious recipes. The festivities begin online and culminate in September at Hellmann’s larger-than-life “Blue Ribbon Table” event – set to be the World’s Longest Picnic Table – in New York City.
Content is remaking marketing all over again. This ongoing revolution compels us not only to lead on behalf of our clients, but also to participate ourselves. And that is why we’ve partnered with Fast Company to create Content and Pervasive Creativity, a microsite that features a diverse lineup of material—stories and videos, blogs and infographics—about the most fascinating and fastest-changing place in our industry: the intersection of content and Pervasive Creativity.
For your reading pleasure, our very own Abby Marks, Director of Strategy & Operations, wrote “7 Big Ideas You Missed Last Week” based on Fast Company’s “Innovation Uncensored” event. The article just launched on the Ogilvy Fast Company editorial hub here, and is vital reading for everyone interested in keeping up with the rapidly changing marketing landscape.
Our biggest takeaway?
90% of brands still live in ‘ad land’ but consumers moved out already
Over the next two months, Content and Pervasive Creativity will be refreshed daily and we promise you, you will be informed, provoked, entertained, and, hopefully, moved to participate.
Tune in for the newest episode of Horizons airing this Friday at 9:30pm and Sunday at 10:30am and 4:30pm (all times EST). Halfway through the segment, be sure to catch our documentary-style commercial ”Sweetness of Victory” in partnership with DuPont and TwoFour. The short film was shot in Meerut, India, where DuPont is helping mill owners to increase their sugar cane productivity. Fun fact: India is the second largest producer of sugar cane in the world!
Beginning in 2012, OgilvyEntertainment was tasked to develop a bespoke branded content program to deepen the public’s understanding of and emotional investment in IBM’s Smarter Planet campaign. Following a Request For Proposal review process, the OgilvyEntertainment team selected Huffington Post as its official media partner to co-develop the “Solutions for a Smarter Planet” documentary series, which profiles IBM’s five main business pillars – Smarter Cities, Smarter Analytics, Cloud, Mid-Market, and Smarter Commerce. Each documentary is directed by a reputable filmmaker and spotlights the beneficiaries of IBM solutions and collaborations…essentially, real people impacted by genuine efforts to solve the world’s greatest challenges.
Huffington Post houses the documentary videos on its “Smarter Ideas” page (http://www.huffingtonpost.com/news/smarter-ideas/), a custom brand hub developed specifically for IBM that targets a demographic of business leaders and decision makers. The Smarter Ideas video series is promoted throughout Huffington Post’s website, which receives 25 million unique visitors per month.
Released in March 2013, “Solutions for an Aging Population” is the second in a series of five films featured on Huffington Post’s IBM Smarter Ideas content hub. OgilvyEntertainment is responsible for all phases of the documentary series’ development, including researching stories, crafting the treatment, vetting directors, interviewing subjects, on-site shoot management, and the final edit. For “Solutions for an Aging Population”, the pre-production phase took place over six weeks with a five day international shoot in two locations in Italy – the city of Bolzano and the IBM Lab in Milan.
This particular story showcases the unique partnership between IBM’s Smarter Cities team and the city of Bolzano, Italy, which ran a pilot program, outfitting some of its elderly residents’ homes with sensors that report data back to a closely monitored central database. The city of Bolzano uses the data to monitor the health of its elderly citizens and is able to dispatch a care worker to make home visits if needed. The technology allows Bolzano to maintain staff numbers while stabilizing healthcare costs and providing more efficient care for its growing elderly population.
Hellmann’s is celebrating their 100th Birthday in 2013 and there are a lot of exciting things planned for the brand’s centennial. To kick off the celebration, Hellmann’s has partnered with ABC’s first primetime cooking competition, The Taste. The premise of the television show is very similar to that of The Voice, only for food! Professional chef mentors Anthony Bourdain, Nigella Lawson, Brian Malarkey and Ludo Lefebvre select their teams based off of a blind taste test of the contestant’s cooking. The remaining episodes then feature the mentors helping the contestants sharpen their skills through multiple team and individual challenges. When it comes time to send people packing, it all depends on blind tasting just one bite, and the judges risk voting off one of their own team members.
As part of the Hellmann’s integration, The Taste worked with ABC to create an exciting way to engage with the at-home audience, enabling viewers to interact with and be featured on The Taste. Fans and foodies alike can share their favorite Hellmann’s recipes on the show’s digital and social platforms and five of the best entries get to appear in a special segment to cook their recipe alongside one of the chef mentors. The winners’ vignettes of the “Blue Ribbon Challenge” will air in showtime during the last 5 episodes, and will all highlight what Hellmann’s does to bring out the best in their dishes.
The Taste has gotten off to an extremely strong start with very high ratings. Make sure to tune-in to watch the show unfold, and don’t forget to enter your own Blue Ribbon Recipe…there is only a short time left before Hellmann’s selects the winners to appear on the show!
