It’s not MAYO. It's MAYONNAISE. 

How do you inspire food lovers to try Maille’s new, premium mayonnaise in an overcrowded market?

Campaign thought: Mayo is that tasteless crap you plop on chips. This is mayonnaise.

Using the line “It’s not mayo. It’s mayonnaise, with a hint of mustard,” we created a social campaign for the Spanish market that used gorgeous food imagery to illustrate how Maille mayonnaise is the only mayonnaise rich in flavour and depth.