It is not easy to be the leader. When others can relax, you constantly need to defend this title. So it was very important for us to remind restaurant chiefs that Hellmann's has always been №1 mayonnaise on the market. No one can deliver that message better than the chiefs themselves. We interviewed them, and they told us why Hellmann's is still №1 mayo for them. Taking their conclusions into consideration, we have developed a new campaign for the legendary mayonnaise - Hellmann's (2013).