Hellmann’s ‘The Mayonose Strip’ New Blood 2025
Insight
At high altitudes, dry cabin air dulls our sense of smell, and with 80% of taste coming from scent,
our taste buds don’t stand a chance - until now.
Idea
The Hellmann’s Mayonose Strip designed to elevate ‘plane’ food.
This campaign cements Hellmann’s as the hero of in-flight dining, ensuring
no meal is ever ‘plane’ again -proving it’s not just the G.O.A.T. on Earth, but 30,000 feet above it.
D&AD Hellmann’s https://www.dandad.org/awards/new-blood/2025/hellmanns/4665/the-mayonose-strip/