AIN'T YOUR "MAYO"

If Hellmann’s makes real mayonnaise, why do people keep calling it vulgar “mayo”? With the AIN’T YOUR "MAYO" campaign, the brand ditches its classic label for a bold reminder of its true worth—while publicly exposing those who ever misnamed it on a billboard in Times Square. To clear their name off the billboard, fans must post a public apology on social media. In return, they receive a limited-edition "APOLOGY ACCEPTED" jar. Once the board is wiped clean, the classic label returns—but from now on, everyone will remember to call Hellmann’s by its full name, a mark of culinary excellence.