Hellmann’s has been synonymous with mayonnaise since its beginning in 1913. Over the years, the brand has grown to become the #1 mayo in the world—a love that has lasted for generations. Now, Hellmann’s wants to embrace the future by expanding its reach to Gen Z and Millennial food lovers, while continuing to honour and engage its existing fan base.

For Gen Z and Millennials, flavour is about more than taste—it’s about feeling. They crave fun, authenticity, and experiences. Hellmann’s can build on the viral Red Flag/Green Flag trend to playfully encourage users to humorously rate mayo habits using red and green flags. This fun and relatable concept would invite people of all ages to share their preferences and quirks, creating a platform for social interaction while reinforcing Hellmann’s core values of authenticity, simplicity, and enjoyment—while boosting engagement, visibility, and brand recall.