Hellmann’s is the number one mayonnaise brand in the UK and has always championed the cause of mayo lovers. As market leaders, the brand goes the extra mile to ensure that mayo lovers can enjoy their favourite condiment wherever and whenever they desire.

Yet while mayonnaise is the most popular condiment in the UK, the major fries seller in the country, McDonald’s, does not offer mayo as a dip. Despite mayo's immense popularity, a McDonald’s spokesperson publicly stated that "there's not enough demand for it."

To support the rights of mayo lovers, we decided to take a stand against this injustice, and set out to right this wrong.

The Mayo McHack campaign was born from the fact that Brits, although they’re one of the most mayonnaise loving people in the world, are denied the condiment at the biggest fries seller of the nation. When we realised that though McDonald’s doesn’t serve mayo as a dip, they do serve it in something else, we served up a hack to finally please every mayo fan in the UK. By siding with mayonnaise lovers and showing we always go further to have their back, Hellmann’s answered the cry for help and made McDonald’s serve mayonnaise and our message.

Apart from articles in news and trade press, Mayo McHack is one of Hellmann’s UK’s most successful social campaign ever, with an increase of social impressions of + 842% and an increase of engagement of +320%.

Hellmann’s brand consideration was up +46% and purchase intent was impacted significantly with a rise of +9pts and 72% agree that McDonald’s should serve Hellmann’s mayonnaise.

And while some people might see the issue as a small one, the UK didn’t, as the campaign had an increase of +5pts of the UK agreeing Hellmann’s is trying hard to have a positive impact on society. But then again, mayo with your fries is a serious matter. And, two weeks after our campaign ended, McDonald’s launched a limited edition mayonnaise.

On the negative side, McDonald’s weren’t loving it, which resulted in one (1) cease and desist letter from their lawyers.

The Mayo McHack campaign answers directly to a UK problem. First off, the UK is one of few markets in the world where McDonald’s doesn’t offer mayonnaise as a dip, either for free or for purchase. This, combined with mayonnaise being the preferred condiment in the nation, makes the campaign tailored for the UK.