Project description

Stroll the mayo aisle of any supermarket in the world and you’ll notice a sea of blue and yellow labels. While they might trick your eyes, they’ll never trick your tastebuds – because lookalikes don’t tastealike. So to celebrate our iconic status as the most imitated mayo brand in the world, we made a Hellmann’s ad without showing any Hellmann’s. The Imitation Jar was concocted using only competitor labels. 20 of them, to be precise. There might be a thousand and one mayos out there, but there’s really only one.