This one’s for all the mayo freaks.

You know who you are.

This started with a simple truth: people who love mayo LOVE mayo. To the point where they have little rituals around it, like painting mayo on each individual french fry or opening the jar and giving it a big sniff.

So we made 3 spots about what we call “mayo rituals” to celebrate those who let their mayo freak flags fly.

But we also wanted to do something for the mayo haters (because they’re people too, technically.) So we made a censored version of one spot just for the haters, and when these ad selectors come up on Hulu you can make the choice of whether you want to see the mayo lover version or the mayo hater version.

For out of home, we wanted to get really in your face with mayo.

Read more about the campaign at Marketing Dive.

Copywriter: Katie Johnston

Art Directors: Lena Barrows, Helen Torney

Creative Director: Christine Santora

Creative Director: Will Binder

Producer: Erica Serio

Agency: Wieden + Kennedy

Directors: The Voorhes