People who love mayo, REALLY LOVE MAYO. Some even have specific ways or rituals in which they like to enjoy it. These spots celebrate those who let their mayo freak flag fly.

However, we also know that people who hate mayo, REALLY HATE MAYO. So we made sure to give them all the warning to avert their eyes.

We even utilized Hulu’s Ad Picker to give mayo-haters an alternative viewing experience. A mayo ad that has all velvety-smooth Kraft Real Mayo censored, just for them.

We made sure to get really in your face in our OOH, too.

“Mayo Rituals”
ROLE: Art Director
Copywriter: Katie Johnston
Creative Directors: Christine Santora & Will Binder
Agency: Wieden + Kennedy
Director: The Vahooers

Campaign Press:

Marketing Dive:
https://www.marketingdive.com/news/kraft-heinz-mayo-rituals-freak-flag-fly/632338/