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

Published On
Mar 27, 2024
2 people grossed out by mayo

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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.


Mar 27, 2024
Client :
Client :
Kraft Heinz
Agency :
Co-Founder & Creative Chairman :
Anselmo Ramos
Global Chief Growth Officer :
Carmen Rodriguez
Ricardo Casal
Juan Javier Peña Plaza
Global Chief Strategy Officer :
Fernando Ribeiro
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
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
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
Louise Mckerrow
Advisor :
Fernando Machado

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