What is the point of mayonnaise? At one of the world’s largest consumer-products companies, it’s no longer just about sandwiches and potato salad.
Ads for Hellmann’s once focused on taste, spreadability and ingredients. Now the brand is on a mission to curb food waste—part of Unilever push to give each of its 400 brands a social or environmental purpose. A Hellmann’s Super Bowl spot this year showed former New England Patriots linebacker Jerod Mayo tackling people on the verge of throwing out food.