Hellmann’s has partnered with award-winning actress and comedian Kate McKinnon for the brand’s latest ad campaign. A self-proclaimed cat lover, Kate appears alongside the soon-to-be iconic Mayo Cat (known as Chipmunk off camera!), and together, they ignite a Hellmann’s craze by using the magic touch of mayonnaise to turn leftovers into delicious dishes.
The ad opens with Kate rummaging through her fridge after the Big Game, looking for something to eat. Her seemingly normal furry friend gives her the realization that Hellmann’s “may-ow” can transform leftovers into mouthwatering dishes – and that her cat can talk. Mayo Cat cat-apults to instant fame for these newly discovered abilities, creating a nationwide Hellmann’s frenzy. Close watchers will even notice that Mayo Cat begins to sport a new, iconic look – a sparkly blue bow collar in homage to Hellmann’s iconic blue ribbon logo.
In the United States, Hellmann’s 30-second ad spot will debut during the second quarter of the Big Game on February 11. Here in Canada, shorter :15 cutdowns will run across digital, social and TV the week following.
In the :30 ad spot, Mayo Cat even hard-launches a new relationship with famed actor and comedian, Pete Davidson; Pete’s cameo marks his third collaboration with the brand for the Big Game.
Beyond its comedic effect, this campaign ladders back to Hellmann’s long-standing ‘Make Taste, Not Waste’ platform, encouraging sports fans, foodies and cat lovers alike to get creative in the kitchen and help fight against food waste. With the addition of Hellmann’s mayonnaise, leftover ingredients can get new, delicious life, with the brand successfully inspiring more than 100 million people globally every year to reduce food waste at home with leftover creations.
Fans looking for game day recipe inspiration can check out the ever-popular Disappearing Buffalo Chicken Dip recipe, as well as enjoy the Buffalo Chicken Panini recipe for a deliciously creative way to use up their leftovers.