Turn your ketchup stash into mayo cash

Hellmann’s biggest competition isn’t other mayos – it’s ketchup. And Americans' kitchen drawers are overflowing with it. So to get Hellmann’s into more homes, we trained an AI model to turn those little ketchup packets into money for our mayo. Cha-ching.

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Agency: VML New York

Director: Robin Comisar at Imposter

Editor: Drew Balke

Chief Creative Officer: Tom Murphy

Executive Creative Director: Susan Golkin

Creative Directors: Elliott Graham / Crystal Deuel / David Pinilla

Associate Creative Director: Ohad Cohen