Mayo haters try NotMayo—and it’s so much like the real thing, they almost barf
Retch-filled NotCo campaign from Gut shows the plant-based product is, for better or worse, just like the real deal

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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.
Credits
- Date
- Mar 27, 2024
- Client :
- NotCo
- Client :
- Kraft Heinz
- Agency :
- Gut
- Co-Founder & Creative Chairman :
- Anselmo Ramos
- Global Chief Growth Officer :
- Carmen Rodriguez
- NA CCO :
- Ricardo Casal
- NA CCO :
- Juan Javier Peña Plaza
- Global Chief Strategy Officer :
- Fernando Ribeiro
- CEO :
- Sandra Alfaro
- Executive Creative Director :
- Dean Paradise
- Executive Creative Director :
- Bruno Mazzotti
- Associate Creative Director :
- Daniel Jaramillo
- Associate Creative Director :
- Sofia Rosell
- Creative Development Manager :
- Hannah Snitcovski
- Head of Resourcing :
- Junia Parodi
- Head of Account Management :
- Joselyn Bickford
- Group Account Director :
- Monique Beauchamp Estrella
- Account Director :
- Katheryn Batista
- Management Supervisor :
- Diana Hernandez
- Account Supervisor :
- Carolina Perez
- Account Executive :
- Andres Camacho
- Project Manager :
- Melissa Rodriguez
- Junior Project Manager :
- Flor Muller
- Senior Strategist :
- Maria Fernanda Perez
- Chief Content Officer :
- Pedro Porto
- Senior Content Strategist :
- Syed Abidi
- Head of Production :
- Renata Neumann
- Senior Producer :
- Stephanie Schmalbach
- Production Company :
- Division 7
- Director :
- Kris Belman
- MD / Executive Producer :
- Kamila Prokop
- MD / Executive Producer :
- David Richards
- COO :
- Andrew Colon
- HoP :
- Alex Hughes
- Bidding Producer :
- Gillian Altman
- Line Producer :
- Jone Dawes
- Production Supervisor :
- Dannikke Walkker
- Production Coordinator :
- Kelly Lamb
- Director Assistant :
- Pei Chiu
- 1st AD :
- Todd Lent
- DP :
- Bob Chappell
- Production Designer :
- Ron Beach
- Wardrobe :
- Lindsey Meyer Clough
- HMU :
- Tiffany Suzuki
- Food Stylist :
- Joe Celis
- Editorial Company :
- Cosmo Street Editorial
- Editor :
- Lorenzo Bombicci
- Assistant Editor :
- Philip Gomez
- VFX & Finishing :
- Nico Cragnolino
- Post Producer :
- Sofia Saint Genez
- Post Producer :
- Marvin Aguado
- Head of Production :
- Tina Evanow Wolske
- Executive Producer :
- Idalia Deshon
- Managing Partner / Executive Producer :
- Yvette Cobarrubias
- Audio :
- Animal Music
- Executive Producer :
- Alberto Farinas
- Mix & Master :
- Sam Merkin
- Composer :
- Deniz Atkas
- Head of Marketing & Strategy :
- Perri Gordon
- Associate Director Marketing :
- Danielle Watts
- Associate Brand Manager :
- Alexandria Anderson
- Marketing :
- Alexandria Anderson
- Director Brand PR & Media Relations :
- Jenna Thornton
- Senior Manager Brand PR & Media Relations :
- Kate Mitchell
- VP Brands and Creativity :
- Jessica Vultaggio
- VP Brand Comms :
- Nina Patel
- CMO :
- Louise Mckerrow
- Advisor :
- Fernando Machado
Need a credit fix? Contact the Creativity Editors
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