Inspired by the infamous ‘Believe in Chicken’ advert campaign by KFC and ‘this is a special time’ from little baby’s ice cream, this proposed campaign blends the trends of unhinged marketing with absurdist humour, and capitalising on the ‘egg ick’ to make sure that viewers of this campaign never forget about the Mayo Man.

This proposed 360 multi-channel campaign was centred around drawing attention and generating discussion, positive or negative. although a swift pivot from traditional hellmann’s advertising, it was time for a rebrand.

demonstrating that hellmann’s mayonnaise is so good, people will become it.

‘don’t just taste it, become it.’