Mayonnaise—the world’s most divisive condiment. Over half the population claims to hate it, yet they’ve unknowingly eaten and loved it.

From burgers to salads, mayo is everywhere. The problem? It’s not the taste - it’s the word itself. That’s why Hellmann’s is canceling “mayo.” By removing it from packaging, rejecting the word through active participation in online discourse, and reclaiming their name as the one that matters. 

Through a bold digital takeover, Hellmann’s proves one thing: it’s not just mayonnaise anymore. It’s Hellmann’s. And when you’re the G.O.A.T, you don’t need to say much more.