Hellmann’s Prohibits the Sale of Mayo inside Toast, North Carolina for National Grilled Cheese Day

The grilled cheese sandwich was invented over 100 years ago, with Americans making 2.2 billion every year. Since then, butter has been the go spread on the outside of the nation's much loved grilled cheese… but news just in, we’ve all been making it wrong! 

It’s a little-known secret that mayo tastes better (than butter). You could say scientifically better. It’s easier to spread, has a higher smoke point, and it’s creamier.

It’s so much better in fact that ahead of National Grilled Cheese Day - April 12th - Hellmann’s decided to prohibit the sale of mayonnaise inside Toast, North Carolina to prove it belongs on the outside. For 24 hours, no mayo was consumed inside Toast – no dipping, no spreading or thinking about mayo. The campaign was created by VML.

With the assistance of North Carolina-native and NASCAR legend Dale Earnhardt Jr, Hellmann's ‘Commission for Condiment Use’ travelled door to door removing all traces of Hellmann’s mayo in a bid to convince the mayo belongs on the outside of Toast!

Working with the local Food Lion, Toast Mayor, and town officials, Hellmann’s spread the word through OOH billboards, community flyers, newspaper and local radio ads, informing locals of the new condiment ruling prohibiting mayo inside the town.. 

Inspired to show everyone just how delicious mayo is on the outside, Dale and the CfCU hosted a pop up at the local Food Lion, dishing up grilled cheeses so everyone could taste the difference.

Once the people of Toast were successfully convinced, the ban was revoked, bringing mayonnaise back just in time for National Grilled Cheese Day. A bit over-the-top? Sure. But that’s where mayo belongs.