This strategy outlines three interconnected goals. Commercially, it aimed to turn around market share by encouraging operators to adopt Unilever Food Solutions' portfolio products for their kitchen operations. Behaviorally, it focused on increasing awareness of Hellmann's superiorty in the professional kitchen environment. Attitudinally, it sought to increase consideration for UFS products, reinforcing the perception of Hellmann's as the superior option among operators.
The "Kitchen Confessions" campaign brought Hellmann's/Best Foods to life by upending conventional B2B marketing. Amidst a difficult restaurant environment and the pressure of rising operational costs, our core objective was to shift chefs' and operators' mindsets from short-term cost-cutting to long-term value. We showcased Hellmann's superior quality in a relatable, emotionally resonant and often humorous way, leveraging the powerful insight that chefs inherently trust and learn from their peers, especially authentic, celebrated voices.
We anchored the campaign around renowned celebrity chef Matty Matheson. As an authentic, restaurant-owning chef and genuine Hellmann's lover, Matty was the perfect fit. Instead of traditional product demos, Matty shared humorous, vulnerable and relatable "Kitchen Confessions" that organically showcased Hellmann's superiority in real back-of-house situations. We treated professional chefs not just as business decision-makers but as discerning consumers driven by taste and brand connection—just like at home. We further stood out by boldly calling out competitors, making the message impossible to ignore.
Our multi-channel execution included:
Short-form social: 15- and 30-second confession videos on Meta and TikTok that captured attention and sparked user-generated content with "Share Your Kitchen Confession."
Long-form storytelling: CTV and YouTube features with extended narratives, demonstrating Hellmann's performance in authentic kitchen settings.
Programmatic display: Interactive banners that reinforced the message and drove traffic to content.
A major production hurdle hit when catastrophic wildfires forced the last-minute cancellation of our January 2025 Los Angeles shoot with Matty. We quickly retooled logistics and creative and moved the production to Chicago in February 2025, preventing any significant delay to launch.
This work stands out for breaking through a typically rational, conservative B2B foodservice landscape. By pairing a high-profile influencer with humor and chef-to-chef storytelling, we elevated a functional ingredient into a culturally relevant, emotionally engaging brand. Combined with real-time content optimization, the strategy delivered exceptional awareness and engagement—and reset the playbook for B2B marketing in the category.
We exceeded our objectives by shifting operator behavior and accelerating growth. Among small, independent operators, we lifted market share by +200 bps, drove significant volume and value gains, and made Hellmann's the branded volume leader at 32.4%—clear proof that operators switched to Hellmann's/Best Foods.
At the same time, we built momentum around Hellmann's superiority across channels. CTV completion rates reached 98% (vs. 70%–90% norms), Meta delivered a 0.59% CTR at a $0.78 CPC (65% below benchmark), and YouTube achieved a 95% view rate. Together, these results signal rising consideration and confidence, fulfilling our attitudinal goal.
This performance validates our bold, influencer-led approach in a conservative B2B category. Even under economic pressure, we shifted mindsets and purchasing decisions—and, in the process, reset the foodservice marketing playbook.
