Did you mean Hellmann’s?

What if the only word for mayonnaise was Hellmann’s?

When a brand sets the absolute standard, its name takes over the category, becoming the word everyone uses by default.

This campaign takes Hellmann’s to the next level, making it not only the leading mayonnaise worldwide but also a staple in everyday language.

"Did you mean Hellmann’s?” hacks the one place where words are shaped nowadays: people’s keyboards. Now, whenever someone types 'mayonnaise', their phone knows what they really mean: Hellmann’s.

Because it's not mayonnaise. It's Hellmann's.