Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients,unlike other sandwich spreads.Prior to this,consumers had chosen spreads based mainly on taste.This focus on the health benefits of "real" food was an attempt to:

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The emphasis on pure ingredients and health benefits of "real" food shows an attempt to influence attribute importance, as the campaign aims to shift consumer preferences from taste to health benefits.

Hellmann's "Real Food Movement" Emphasized the Fact That the Mayonnaise