Hellmann’s got people named Heinz to change their name to show their love of mayo over ketchup

The Edelman campaign took off from a social media post in Germany

Published On
Apr 12, 2024
Ad of Heinz bottle changing to Hellmann's

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It started with an innocuous social media post: “Is your name is Heinz, but you prefer mayo? Change your last name to Hellmanns and we’ll make you a mayo star! 🤩 Who’s in?”

Five mayo-loving fans named Heinz came forward and volunteered to swap their last name. Hellmann’s was surprised by the response, but leaned in with Edelman to make a short film about Christoph Heinz as he went through the process of legally changing his name to Christoph Hellmanns.


Hellmann’s touted the name changes through out-of-home placements and print ads.

Marketers have had fun with people’s names in the past, most memorably when Taco Bell recruited people named Ronald McDonald to endorse its breakfasts.


Apr 12, 2024
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