I am a consumer of Hellmann’s mayo—and a consumer of their taglines over the years. For a long time, they stayed with Bring out the Hellmann’s and Bring Out the Best. They weren’t phased by Budweiser’s similar Bring Out Your Best tagline. They had a good tagline and they held their ground.
A few years ago, they changed direction, deciding to focus on “real”. They launched an ad campaign anchored by a new tagline, It’s Time For Real. I took them to task back then because I felt this was a vacuous tagline. What were they talking about? In retrospect, my sense is that they must have had research that told them people were looking for “real”, “authentic”, as opposed to “artificial”, which was helping to drive the whole push for eating local, blah blah blah.
Did they think people perceived their competition, especially Miracle Whip, as not real, or less real? Miracle Whip doesn’t claim to be mayo at all, but people find it in the same place on the supermarket shelf as Hellmann’s and other brands of mayo. So was this an attack on Miracle Whip? Or did they just want to emphasize their own pure, simple ingredient story with no artificial stuff?