THE SMEAR CAMPAIGN

Mayo is… Polarizing.

And continuously smeared by skeptics.

But the hate isn’t about mayo itself… maybe they’ve just never had Hellmann’s.
Because at Hellman’s, we love a good smear of mayo.
And we're not here to fight the haters—we’re here to convert them.

CASE STUDY

ANTI-MAYO ALLIANCE

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.

EAT YOUR WORDS

OOH

MAYO SANS TYPEFACE

Hand drawn entirely out of Hellmann’s mayo, this font designed by Hellmann’s themselves will be available for consumers to write out their apology letters for hating so hard on mayo.

PEOPLE ARE TALKING

IDEA BOARD