Hellmann's wanted people to use their mayo as a burger condiment. Not groundbreaking. The challenge was getting them to actually do it, at a real restaurant, not just at home.

Bespoke web experiences require sign-ups, tutorials, friction. Google Maps requires none of that. Everyone already uses it to find food. The question wasn't how to build something new, it was how to make infrastructure people already trust work for the brand.

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Build inside the map they already had open.

3.6M-plus impressions.

2.1M reach.

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The campaign met people exactly where they were making food decisions, which is the only place a condiment campaign has any business being.