To celebrate Hellmann's centennial birthday, owner Unilever is launching a marketing campaign to drum up attention for the country's top-selling mayonnaise, whose formula remains almost the same as it was a century ago. Media spending is undisclosed, but it's the largest ever campaign for the brand. Brian Orlando, Hellmann's senior marketing director, said of the campaign:
"It's part of the culinary heritage of America. After 100 years we decided it was worth going out and revisiting this brand and what it is today."