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Check out this LinkedIn thread for a discussion about this success story.

Here's a festive UK ad from 2016 reminding people of the brand's versatility.

The penetration data came from this article from Unilever.

Hellmann's had similar success back in the 1981 in the UK. According to an IPA Effectiveness paper in 1984, the campaign, led by this TV ad, resulted in the brand tripling its sales and penetration (whilst frequency of buying/using was hardly affected).