Hellmann’s Mayonnaise Blanc

Everyone knows that mayonnaise tastes great on leftover sandwiches the day after Thanksgiving and the holidays. But some people may not realize mayo is also a hero at the main event, so we devised an unexpected way to bring Hellmann’s to its rightful spot on the Thanksgiving and holiday dinner table.

Introducing Hellmann's Mayonnaise Blanc, a fun alternative to that last-minute wine bottle gift for the host so many of us are guilty of picking up on the way to a holiday dinner. 0% ABV, 100% mayo, this limited edition bottle opens at the bottom to reveal a jar of Hellmann's Real Mayonnaise.

We invited our audience to enter to win a bottle to gift to their favorite host (or keep for themselves). Each winner also received a stylish gift box and card to help them gift it.

AdAge Top 12 Food and Beverage Holiday Campaigns 2024

“the gift you didn’t see coming but won’t forget… Hellmann’s Mayonnaise Blanc manages to be both absurd and charming. This season, mayo dressed up as fine wine might just be the unexpected holiday surprise we didn’t know we needed.”
-Forbes

“Truthfully, this idea will probably be one of the most talked about holiday items. Whether it is a gift for a holiday dinner or possibly the best White Elephant item, the idea is simply genius. Sometimes the simple ideas are the ones that resonate the most.”
-Foodsided

“the bottle nobody asked for—but everyone will want.”
-Better Homes & Gardens

Website

Launch content and earned media drove to our landing page where our audience could enter for the chance to win.

Creative Director: Spike Logan
Art Direction: Francesca Casillas
Designer: Victoria Vasquez