Suffering From Mayophobia? These Kits Help Haters Fall in Love

Kraft teamed up with Wieden+Kennedy NY in an effort to sway mayo critics

a man sitting in a chair with a sandwich and jar of mayo on the table beside him
The Overcoming Mayophobia Kit is equipped with a blindfold and clothespin to help mayo-haters overcome the condiment's look and smell. Kraft Heinz

Mayonnaise isn’t for everyone. To its most ardent defenders, it’s a necessary cure to a dry sandwich or chicken salad. For others, it’s a gloppy deterrent. And then there are those who remain thoroughly unsettled by this pervasive and somewhat divisive sauce.

@ShannonL_Miller shannon.miller@adweek.com Shannon Miller is Adweek's Senior Editor of Creativity & Representation.
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