HELLMANN’S

MAYO IS POLARIZING.
You either love it—or wish it never existed. But maybe the hate isn’t about mayo itself… maybe they’ve just never had Hellmann’s.
We’re not here to fight the haters—we’re here to convert them. We don’t mind smearing our name. (It’s delicious, after all.)

We invited outspoken mayo haters to a luncheon hosted by the “Anti-Mayo Alliance.” This luncheon was posed a safe space to talk sh*t smear mayo (verbally).

After confirming their hate, guests were served glorious chef-crafted, open-faced sandwiches—served with a special touch.

Their slanderous words written IN. MAYO. (Cue mic drop).

Our luncheon sparked some FOMO, so we created a custom font, free to everyone. Now, the mayo haters of the
world can use it for whatever they please (apologies to Hellmann’s, a love letter to Hellmann’s, etc.).

CASE STUDY

OOH / PRINT

CW: Macon Porterfield
ADs: Arielle deNeergaard, Daniella Lobanova