Tim Love And Hellmann’s To Tag Team The Aspen Food And Wine Classic

The last people you’d expect to stream backstage footage from the exclusive, annual Aspen Food And Wine Classic would be a company that makes jarred mayonnaise. Welcome to your new reality, where Hellmann’s Mayonaise and its celebrity chef spokesman-slash-Texas BBQ dude Tim Love take you behind the scenes of the Sundance of food festivals, the Davos of dining, the Bildeberg of buffets.

According to The New York Times, the partnership coincides with a Hellmann’s campaign to recast itself as a “quality”, “fresh”, and “real” brand, and to highlight their “pledge” to use cage-free eggs and organic ingredients in its mayo by 2020. Yay?

Ignoring the oddness of a jarred mayo being labeled “organic”, Love and Hellmann’s are going to be streaming exclusive videos of the Classic online, filming interviews and cooking demos with famous chefs at the event, and interacting with fans on Facebook and Twitter.

The main point, Hellmann’s spokesmen told the Times, is that they “want to show that great food is accessible,” even to people who can’t afford to drop $1,185 to attend the Classic. They’re even holding online raffles every week through August 20, with tickets to next year’s festival as one of the prizes.

[NYT]

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