Baby

Mike’s Amazing, a Chefler Foods condiment brand, is back with the next chapter of its award-winning brand campaign, “When It’s On, It’s On,” once again starring renowned comedic actor Jason Alexander. The fifth installment of the campaign will debut during the Opening Ceremony of the 2026 Winter Olympic Games, marking the brand’s biggest media moment yet.
Building on the momentum of previous spots, including last year’s summer campaign and regional Super Bowl appearance, the new ad, titled “Baby,” features Alexander playing six distinct characters whose lives hilariously intersect over a shared love of Mike’s Amazing all playing out while one character is in the labor and delivery room. The spot highlights both Mike’s Amazing Real Mayonnaise and Mike’s Amazing Deli Mustard, reinforcing the brand’s expanding portfolio with its standard comedic humor and charm.
Alexander first joined the “When It’s On, It’s On” campaign in 2024, helping the brand earn industry recognition, an Effie and Gold and Silver LIA awards, for its distinctive humor and bold creative voice.
“Every time I think we’ve taken these characters as far as they can go, this team finds a way to push it even further,” said Alexander. “I like that Mike’s Amazing doesn’t play it safe…”
Founded in 2016, celebrating their 10th anniversary this year, the Mike's Amazing brand is the fastest-growing condiments brand in America; and well known amongst sports fanatics for being the official mayonnaise, mustard and vegetable oil of the New York Yankees, New York Mets, New York Rangers, New Jersey Devils, Philadelphia Phillies, Philadelphia Flyers, Boston Red Sox, Boston Bruins, Miami Heat, Tampa Bay Lightning, Florida Panthers, Atlanta Braves, Atlanta Falcons, Baltimore Orioles, New Orleans Saints, New Orleans Pelicans, Carolina Hurricanes and the Washington Capitals.
“For years, I watched major brands take the Olympic stage and thought, that’s a different level. This year, we’re no longer watching—we’re part of it,” said Michael Leffler, Founder and Chief Executive Officer of Mike’s Amazing/Chefler Foods LLC.
The brand’s competitive spirit and pride in product quality continue to serve as the foundation for the campaign’s confident, high-energy tone. The campaign was created in collaboration with creative agency of record Havas New York and media by Ramp 97. Talent procurement was handled by Official Partner.
“To go from a start up out of New Jersey to sponsoring the Winter Olympics so quickly is nothing short of amazing,” said Michael Kurland, Chief Financial Officer of Mike’s Amazing/Chefler Foods LLC.
“Launching a fifth spot during the Winter Olympics gave us permission to go bigger-and weirder-than ever,” said Josh Schildkraut, Executive Creative Director, Havas New York. “Six characters, two products, one very pregnant Jason Alexander. Because when it’s on, it’s really on.”
The campaign will run across broadcast, connected TV, digital, social, and additional high-impact placements.