Client: Hellmann's
Hellmann’s heard of a conversation around the question “Is mayonnaise an instrument?” from SpongeBob SquarePants 25 years ago. When they said they were going to prove that mayonnaise was an instrument, the world took notice. The activity was talkable. Creators making mayo music had a PR presence, posters were targeted around famous music venues. Academics proved the instrument status of mayo and gave interviews on the subject, and a track composed of mayo was released, then remixed by a prominent DJ. This campaign touched the four corners of the media landscape and earned detailed coverage.
