Hellmann’s Asks Mayo Lovers Named Heinz to Change Their Name

Edelman has launched its latest campaign, which all started with a social post on Hellmann’s Germany Instagram account.  

The other week, the brand put out an innocuous, and rather ridiculous call to action on Instagram, to see if anyone named Heinz would agree to change their last name to Hellmann’s and declare their true love for mayo.  

Astonishingly, FIVE people named Heinz in Germany came forward, volunteering to swap their surname. With such a lively response, Hellmann’s decided to go all in, quickly putting together a film documenting the name change process and buying up some last-minute OOH placements and print media to celebrate. Since then, the campaign has gone global with one in Canada, and another in the UK.