In 2001, Patrick Star asked, “Is mayonnaise an instrument?” Twenty-five years later, fans were still debating it.

As the world's No.1 mayonnaise brand, Hellmann’s decided it was time to settle the question.

To make it official, we partnered with the Global Head of Music Technology at Northumbria University, proving mayonnaise could be played as an instrument.

We then launched the Hellmann’s Lectures, where Professor Raymond MacDonald taught people how to play mayonnaise, before creating a track using nothing but mayonnaise as the instrument. DJ A Skillz later remixed it for the club, where ravers danced to it.

Results

2.2B impressions

$10.4M earned media value

+24,700% organic mentions

99% positive sentiment