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Hellmann’s® celebrates 100 years

Hellmann’s and celebrity chef Mario Batali invite America to join the Blue Ribbon Table for the brand’s centennial celebration

Englewood Cliffs, NJ, (May 15, 2013) - When it comes to bringing the best ingredients together to make memories around America’s tables, Hellmann’s has some experience – 100 years of experience to be exact. Nearly a century ago, regulars in a New York City deli discovered a new condiment that made their club sandwiches even more delicious – just one bite and they were hooked. The secret ingredient was deli owner, Richard Hellmann’s, family recipe for mayonnaise, which would grow to be one of America’s most enduring and iconic food brands – Hellmann’s Mayonnaise.

Beginning today, Hellmann’s is inviting fans everywhere to join its birthday celebration and take a trip down memory lane with a century of America’s most delicious recipes. The festivities begin online and culminate in September at Hellmann’s larger-than-life “Blue Ribbon Table” –the World’s Longest Picnic Table – in New York City.

“We’re excited to be one of only a few iconic brands to celebrate this remarkable milestone of turning 100 years old,” said Brian Orlando, Senior Marketing Director at Hellmann’s. “Hellmann’s is a major part of America’s culture and culinary history, and we look forward to sharing this momentous occasion with our fans this year. Since New York City is where it all began, we’re thrilled to return in September to bring the best together in a record-breaking way truly fitting to New York City and Hellmann’s.”

Highlights of Hellmann’s 100th birthday celebration:

Chef Mario Batali shares his modern twist on Hellmann’s classic Blue Ribbon recipes:

To celebrate decades of delicious meals, Hellmann’s is teaming up with Chef Mario Batali. According to Batali, starting with real, quality ingredients is the first step to making any mouthwatering dish. But, adding a little modern twist to the classics tempts the taste buds. In the brand’s video content series appearing on YouTube and Facebook, Chef Batali shares his how-to tips and modern touches to some of America’s most beloved Hellmann’s recipes.

Budding chefs virtually co-create recipes with Chef Batali:

Consumers can also join the celebration by virtually co-creating recipes with Chef Batali for a chance to win a seat at the Blue Ribbon Table at Hellmann’s 100th birthday celebration in September in New York City. By adding ingredients, sharing suggested techniques and writing a personalized recipe description, Facebook fans can join Chef Batali in sharing a modern twist to a classic Hellmann’s Blue Ribbon recipe. Each co-created dish with the “Hellmann’s Making Over the Best” app on Facebook acts as an entry to the contest.

Shoppers can take home a piece of history:

Beginning in May, consumers can add a piece of history to their shopping carts with special edition 100th birthday labels available on select sizes of Hellmann’s throughout the year.

Hellmann’s@ 100 supports Feeding America®:

As Hellmann’s celebrates its rich history of feeding America’s families during some of their greatest moments, it also is marking the occasion with support for those most in need. As part of the brand’s 100th birthday celebration, Hellmann’s is helping provide one million meals to Feeding America this year to help the fight against hunger nationwide. For additional information on Hellmann’s 100th birthday and to enter to win a seat at The Hellmann’s Blue Ribbon Table in New York City, visit Facebook.com/Hellmanns.

About Feeding America

Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org/. Find us on Facebook at www.facebook.com/FeedingAmerica or follow our news on Twitter at www.twitter.com/FeedingAmerica

Ashley Schlag - Weber Shandwick

212-445-8107

aschlag@webershandwick.com

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