{"id":27530,"date":"2025-02-05T06:37:21","date_gmt":"2025-02-05T14:37:21","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=27530"},"modified":"2025-06-02T13:56:19","modified_gmt":"2025-06-02T20:56:19","slug":"driving-intent-in-super-bowl-lix-key-kpis-for-hellmanns","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/driving-intent-in-super-bowl-lix-key-kpis-for-hellmanns\/","title":{"rendered":"Driving Intent in Super Bowl LIX: Key KPIs for Hellmann&#8217;s"},"content":{"rendered":"\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Unilever\u2019s Hellmann\u2019s is rewinding back to 1989 for its fifth <a href=\"https:\/\/www.ispot.tv\/events\/super-bowl-commercials\">Super Bowl<\/a> spot with a creative tribute to the iconic \u201cWhen Harry Met Sally\u201d dining scene at Katz Deli\u2014featuring original stars Meg Ryan and Billy Crystal. While the brand\u2019s 2024 \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/6LnK\/hellmanns-super-bowl-2024-pre-release-mayo-cat-featuring-kate-mckinnon\">Mayo Cat<\/a>\u201d Big Game commercial also leaned into star power and humor, it didn&#8217;t quite tap into the magic of romcom nostalgia. How successfully did the brand\u2019s 2024 Big Game ad persuade viewers to consider the controversial condiment and what does iSpot Creative Assessment predict about this year\u2019s ad (pre-released on 1\/29)?<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/TwXM\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.<\/p>\n\n\n\n<p>Purchase Intent is the purest early indicator of an ad\u2019s sales potential\u2014but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.<\/p>\n\n\n\n<p>iSpot&#8217;s Creative Assessment analyzed three years of Hellmann\u2019s ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-9317ee4a48d229455a64a9a2de5053b1\" style=\"color:#4ac500;font-size:24px\"><strong>Hellmann\u2019s \u201cWhen Sally Met Hellmann\u2019s\u201d :30<\/strong><\/p>\n\n\n\n<p style=\"font-size:24px\"><strong>Purchase Intent Gap to Hellmann\u2019s Norm*: +6 pts (53% Top 2 Box)<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"502\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-1024x502.png\" alt=\"\" class=\"wp-image-27539\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-1024x502.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-300x147.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-640x314.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-768x377.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4-1536x753.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163101\/image4.png 1848w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to the Optimal Profile for Hellmann\u2019s, the strongest differentiating components delivering higher levels of consumer intent for the brand include Information, Change, and Relevance. Breakthrough (Attention and Likeability) have historically been less influential in driving brand outcomes.<\/p>\n\n\n\n<p>The thirty-second \u201cWhen Sally Met Hellmann\u2019s\u201d excelled at delivering a Change of pace and relatability (Relevance) and also conveyed Information closely in line with the Optimal Profile. However, the 2025 Big Game spot also scored a touchdown in breaking through. While not the primary drivers of the brand\u2019s best performing ads, Attention and Likeability are absolutely targets to hit for in the Super Bowl. This profile positions the ad in the highest intent quadrant, suggesting it will be more persuasive than Hellmann\u2019s typical messaging.<\/p>\n\n\n\n<p>In Creative Assessment testing of the pre-release, this year\u2019s Big Game spot outpaced the brand\u2019s five-year average in driving Purchase Intent by +6 points, with 53% more\/much more likely to consider the brand. The Nostalgic** characters immediately grabbed Attention while the Funny** twist on the classic (and still for some, Inappropriate**) movie scene brought the Change and ensured high Likeability.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1865\" height=\"736\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919.png\" alt=\"\" class=\"wp-image-27537\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919.png 1865w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919-300x118.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919-1024x404.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919-640x253.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919-768x303.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163008\/image2-1-e1738766297919-1536x606.png 1536w\" sizes=\"(max-width: 1865px) 100vw, 1865px\" \/><\/figure><\/div>\n\n\n<p>Big kudos to Hellmann\u2019s for outperforming their 2024 Super Bowl ad, which, while also delivering Big Game breakthrough, fell short on conveying enough Information to drive stronger intent (with 42% professing positive consideration).<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-0d5a1f84c7deb5e2ac3f4659aa947c24\" style=\"color:#4ac500;font-size:24px\"><strong><\/strong><strong>Hellmann\u2019s 2024 \u201cMayo Cat\u201d :30<\/strong><\/p>\n\n\n\n<p style=\"font-size:24px\"><strong>Purchase Intent Gap to Hellmann\u2019s Norm*: -5 pts (42% Top 2 Box)<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"513\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-1024x513.png\" alt=\"\" class=\"wp-image-27540\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-1024x513.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-300x150.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-640x320.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-768x385.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2-1536x770.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/02\/04163215\/image1-2.png 1832w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For any brand, knowing and influencing the key KPI drivers\u2014whether it be Likeability, Attention, Relevance, Information, Change, or a unique combination\u2014can lead to more impactful creative that boosts purchase intent. What 2025 Big Game ads will deliver not just social chatter but real business results? Sign up for iSpot\u2019s VIP Ad Center to find out\u2014and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www.ispot.tv\/super-bowl-vip\" style=\"background-color:#4ac500\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sign Up for VIP Access<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size\">*Due to the polarizing nature of mayonnaise across gen pop viewers, intent was indexed to the Helmman\u2019s brand five-year norm (47% Top 2 Box)&nbsp; to reflect relative ad success.<\/p>\n\n\n\n<p class=\"has-small-font-size\">**Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever\u2019s Hellmann\u2019s is rewinding back to 1989 for its fifth Super Bowl spot with a creative tribute to the iconic \u201cWhen Harry Met Sally\u201d dining scene at Katz Deli\u2014featuring original stars Meg Ryan and Billy Crystal. While the brand\u2019s 2024 \u201cMayo Cat\u201d Big Game commercial also leaned into star power and humor, it didn&#8217;t quite&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":27535,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,501],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27530"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=27530"}],"version-history":[{"count":15,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27530\/revisions"}],"predecessor-version":[{"id":27572,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27530\/revisions\/27572"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/27535"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=27530"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=27530"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=27530"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=27530"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}