Got a fridge full of randomness that you’ll most likely toss? Hellmann’s believes that it’s worthy of a second chance - and that with a little bit of mayo we can all tackle food waste. We launched the “Make Taste, Not Waste” campaign at the 2021 Super Bowl with Fairy Godmayo, a magician in the kitchen with a jar of mayo. Then we followed up with a famous food waste tackler named Mayo who spared no one in the quest to save food. Especially not Pete Davidson. These two Super Bowl blitzes put Hellmann’s at the center of culture and the food waste conversation for a combined 14 billion earned impressions. They landed us on the Cannes Short List and helped turn Hellmann’s into a 2 billion dollar brand by the end of 2022.