SMEAR CAMPAIGN

Mayo is polarizing. You either love it, or wish it never existed. But maybe the hate isn’t about mayo itself… Maybe the haters have just never experienced the life altering condiment that is Hellmann’s.

In order to prove Hellmann’s is the GOAT, we’re on a quest to convert our haters by inviting them to smear our name. (It’s delicious, after all.)

CASE STUDY

We invited outspoken mayo haters to a luncheon hosted by the “Anti-Mayo Alliance.” This was posed as an opportunity to talk sh*t verbally smear mayo.

Our guests talked smack, and even
confirmed their public slanderous comments.
(Yup, MDA’s were signed.)

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.).

OOH / PRINT

CW: Macon Porterfield
ADs: Arielle deNeergaard, Daniella Lobanova