AdFreak

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
By Shannon Miller

March 25, 2021

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.

Shannon Miller

Shannon Miller is Adweek's Creative and Inclusion Editor and host of the Adweek podcast "Yeah, That's Probably an Ad."

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