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Hellmann's has tried to diversify its product over the years, introducing fat- and cholesterol-free versions, adding lime juice in 2002 to appeal to Latin Americans, and adding flavors like Mediterranean Garlic, Spicy Buffalo and Southwestern Ranch. But the most popular version by far is the classic version, which consumers prefer because of its simplicity, Stanton said. Marketing has helped the brand name's popularity as well, with the well-known ad slogan "Bring out the Hellmann's and bring out the best" coined in 1987. For the latest campaign, Hellmann's enlisted chef Mario Batali to come up with new twists on Hellmann's recipes. "We went through 10 decades of recipes," said Batali. He chose 30 recipes for Hellmann's Facebook page and smartphone app, about half classic recipes and half new ones. His favorites are Chipotle deviled eggs and a dressing for grilled corn on the cob. TV ads, which start on May 20, show Richard Hellmann's original deli and will run throughout the summer. Hellmann's is also hosting an event on Labor Day weekend in New York with what the company says will be the world's longest picnic table. ___ Online:
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