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Hellmann’s: Mayo Cat
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UNWRP
About Me
Me on paper























MAKE TASTE NOT WASTE
Client: Hellmann’s Mayonnaise
Agency: VML NYC

THE TEAM:
Copywriter: Myself
Art Director: Helen Hulsey
GCD: Dana Stalker
GCD: Peepo David
ECD: Susan Golkin


THE ASK:
For the 2024 Super Bowl, Hellmann’s featured a sage cat who shared advice on using may-ow (mayo) to save your leftovers. Mayo Cat dumped Pete Davidson, too. My partner and I were tasked with the question, ‘How do we make this bigger on social?’  


THE DELIVERY:
Together, we were the selected Superbowl social creative team. We designed IG filters, edited TikTok videos, and most notably, staged a Mayo Cat social takeover, resulting in a 40.5% lift in impressions.


SPOT



MAYO CAT SOCIAL TAKEOVER


To draw attention and tease our campaign, we started by tweeting out keyboard smashes, almost as if a cat was walking across the keyboard. It’s also a form of internet slang.



then, we let the world know Mayo Cat was online with a profile revamp







During the week leading up to the Super Bowl, Mayo Cat capitalized on the resurgence of cat kawaii emoticons to express her thoughts and passions to the world. It was an opportunity too good to miss. In return, the world listened, with a 40% MoM lift in impressions.














On game day, we brought Mayo Cat’s playful attitude to the big game.





We live-tweeted during the halftime show, playing into Usher’s iconic performance (and the lack of a certain other celebrity’s performance... whose name may or may not rhyme with Rustin Reiber)





We also came up with live responses to other brands’ Super Bowl spots...
.




After game day, we sustained the momentum with more Mayo Cat content, including a fan cam (obviously.)





Then we created a celebrity profile that ran in the Superbowl issue of Us Weekly.




Mayo Cat even made it to the Vegas Sphere, as documented by The New York Times.







⋆˚🐾˖°✧˚ ༘ As Mayo Cat would do, we took a long nap while the press rolled in ⋆˚🐾˖°✧˚ ༘


The New York Times
Forbes
Billboard
Variety
People
Adweek
Ad Age
NBC
Fast Company
USA Today
HuffPost




^•ﻌ•^ฅ♡ thnx