If you hate mayonnaise, then you’re going to hate NotMayo as well.

That’s the message in the first creative campaign for NotMayo, the plant-based version from Kraft Heinz and The Not Company.

The work, from Gut, shows mayonnaise haters taste-testing sandwiches, burgers and fries, all while a production member promises them, “It’s not mayo” (or perhaps they’re sneakily saying “It's NotMayo”). The poor taste-testers disagree, many to the point of spitting out food, even retching.

The goal of the ad is to show that the vegan version is strikingly similar in taste, texture and feel to the usual eggs-and-oil version.

The ads will run online and on social media, where consumers can tag their favorite mayo hater to receive a 50% coupon to try NotMayo while supplies last.

The Not Company and Kraft Heinz previously rolled out plant-based cheese slices and mac and cheese. NotCo also makes NotMilk, which has been used by Shake Shack.