Hellmann’s Just 2 Good Mayonnaise
Hellmann’s “Just2Good”
Just 2 Good sub-brand for Low Fat mayonnaise labels.
Hellmann's inherits the "Just2Good!" brand from Wish-Bone to reassure consumers that this "Reduced Fat" product will be rich in taste. Packaging design incorporates Wish-Bone's "Just2Good!" graphics while keeping existing Hellmann's branding strategies.
What’s the story?
- "Just 2 Good" by Wish-Bone established a consumer-friendly way to say "2 grams of fat"
- reinforce the "Just 2 Good" equity by associating it with well known Hellmann's products
- a flavor enhancement and a sub-branded refresh for Hellmann's reduced fat mayo.
Is it a first?
No, but it’s quite unusual.
