Hellmann’s now ‘Official Mayo’ at 6 top football universities

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After generating much buzz by bringing on Tennessee Titans quarterback Will Levis as a brand ambassador, Unilever-owned Hellmann’s hopes to score another touchdown with its newest marketing effort.

Under a multiyear partnership announced Sept. 14 by the Englewood Cliffs-based consumer goods company, Hellmann’s will become the “Official Mayonnaise” at six of the top football universities in the South: University of Alabama, University of Arkansas, University of Florida, University of Georgia, University of Texas and Texas A&M University.

As part of the collaboration, University of Alabama cornerback Terrion Arnold, University of Arkansas running back Raheim Sanders and Texas A&M University quarterback Conner Weigman will compete over who can come up with the best tailgate recipe featuring mayonnaise, according to Hellmann’s.

The winner of the first-ever Hellmann’s Award will be selected by fans, who can vote for their favorite dish through Sept. 28 by “liking” the athlete’s video on Instagram, according to the company.

To bring the flavor to tailgates, Hellmann’s will also host game day events at stadiums around the country throughout football season, with the first stop scheduled for Sept. 30 at AT&T Stadium in Arlington, Texas, prior to the Texas A&M vs. Arkansas game.

The Hellmann’s tailgate truck will also make appearances at the following college football games this season:

• Oct. 7 – Kyle Field; College Station, Texas
• Oct. 14 – Bryant-Denny Stadium; Tuscaloosa, Ala.
• Oct. 21 – Donald W. Reynolds Razorback Stadium; Fayetteville, Ark.
• Nov. 4 –Ben Hill Griffin Stadium; Gainesville, Fla.
• Nov. 11 – Sanford Stadium; Athens, Ga.
• Nov. 24 – Darrell K Royal–Texas Memorial Stadium; Austin, Texas

According to Hellmann’s, the new relationships come as a result of Unilever’s long-running sponsorship agreement with Learfield, a media and technology company powering college sports.

Chris Symmes, marketing director, Dressings & Condiments at Unilever Nutrition North America, described The Hellmann’s Award as “a one-of-a-kind recognition that fuses culinary creativity with the competitive spirit of college football and will showcase how Hellmann’s is the ultimate ingredient MVP for game day and everyday recipes.”

He went on to add, “On the heels of our Will Levis lifetime supply contract, we’re blitzing football season head-on and championing flavor as the official mayonnaise of these top universities.”

Levis – who went viral for putting mayonnaise in his coffee – is the first athlete to become a brand ambassador for Unilever. Consumers can expect “an array of innovative recipes” endorsed by Levis on Hellmann’s website and social channels, each featuring creative ways to add the condiment to any dish, the company announced last month.