Hellmann's

Mayo Exchange

Hellmann’s Exchange came to life through a nationwide activation in partnership with No1 Currency, transforming 62 currency exchange outlets across the UK into condiment exchange points. Consumers were invited to swap their unwanted ketchup sachets for valuable Hellmann’s mayonnaise, with exchange rates determined by a range of location-based factors, including the concentration of fast-food options and local population density.

To amplify reach, we partnered with local content creators known for their financial and satirical content, who brought the campaign to life on social media through skits, commentary, and ‘market’ exchange updates. Community management played a key role, with the brand actively engaging in witty conversations with fast-food chains and fans alike, fuelling the cultural conversation. The execution combined physical activation with digital energy, grounded in real consumer behaviour and laced with humour, making Hellmann’s feel timely, relevant, and proudly superior.