Project description

Stroll down the mayo aisle of any supermarket, and you’ll see a sea of blue and yellow labels. They might fool your eyes, but they’ll never fool your taste buds—because lookalikes don’t taste alike. To celebrate our status as the world’s most imitated mayo brand, we created a Hellmann’s ad without showing Hellmann’s. The Imitation Jar was crafted using only competitor labels—20 of them, to be exact. There may be countless mayos out there, but there’s only one real one.