Mayo is… polarizing.
Maybe the hate isn’t about mayo itself — maybe they’ve just never had Hellmann’s.
We'll take your smear campaign and raise you a sandwich! Because we love a good smear of mayo, and we're not here to fight the haters — we’re here to convert them.
CASE STUDY
Hellmann’s will invite 20 individuals who’ve shamed mayo on social media to sit down and chat at an Anti-Mayo Alliance event.
After confirming their hate, each guest will be served an open-faced sandwich with their slanderous words looking them in the eyes. Catch is — their words are in mayo.
ANTI-MAYO ALLIANCE
EAT YOUR WORDS
OOH
MAYO SANS TYPEFACE
After eating your words, what can you do besides write in them? We’ll release a typeface handwritten in Hellmann’s mayonnaise on all Adobe platforms.
Write us an apology note for your slander. Or, just say thanks!
PEOPLE ARE TALKING
IDEA BOARD
