Brand: Kraft Heinz and The Not Company​

Agency: Gut

2024

The Challenge

To convince mayo lovers that new plant-based mayonnaise is just as great as the standard one.​

If a typical mayo hater despised the new plant-based mayo, wouldn’t a regular mayo lover love it? You see the logic? ​

So, they found biggest mayo haters (on Reddit, where else?) to participate in the taste test for Notmayo, only to confirm their deep-rooted hate towards mayonnaise. ​

This reversed psychology campaign created huge social buzz, positive (hate) sentiment, and even 0.8 % increase in haters who actually loved it! ​