Hellmann’s putting a “paws” on food waste with new ad campaign, starring Mayo Cat and Kate McKinnon with cameo from Pete Davidson

Mayo Cat inspires viewers to make delicious meals out of leftovers with one simple ingredient: Hellmann’s ‘may-ow’ 

TORONTO, ON, Jan 30, 2024 – Cat’s out of the bag! Hellmann’s has partnered with award-winning actress and comedian Kate McKinnon for the brand’s latest ad campaign. A self-proclaimed cat lover, Kate appears alongside the soon-to-be iconic Mayo Cat (known as Chipmunk off camera!), and together, they ignite a Hellmann’s craze by using the magic touch of mayonnaise to turn leftovers into delicious dishes.  

The ad opens with Kate rummaging through her fridge after the Big Game, looking for something to eat. Her seemingly normal furry friend gives her the realization that Hellmann’s “may-ow” can transform leftovers into mouthwatering dishes – and that her cat can talk. Mayo Cat cat-apults to instant fame for these newly discovered abilities, creating a nationwide Hellmann’s frenzy. Close watchers will even notice that Mayo Cat begins to sport a new, iconic look – a sparkly blue bow collar in homage to Hellmann’s iconic blue ribbon logo. 

“I’m so excited to partner with Hellmann’s and my old pal Pete to spread awareness about food waste,” said Kate McKinnon. “Hanging with Mayo Cat and enjoying leftovers is a perfect way to celebrate the Big Game!” 

In the United States, Hellmann’s 30-second ad spot will debut during the second quarter of the Big Game on February 11. Here in Canada, shorter :15 cutdowns will run across digital, social and TV the week following.   

In the :30 ad spot, Mayo Cat even hard-launches a new relationship with famed actor and comedian, Pete Davidson; Pete’s cameo marks his third collaboration with the brand for the Big Game.  

“Although our whirlwind romance has come to an end, Mayo Cat and I remain good friends, united by our common goal to end food waste,” said Pete Davidson. “I’m a big leftovers guy so it’s been cool to be a part of Hellmann’s mission to reduce food waste for the past three years.” 

Beyond its comedic effect, this campaign ladders back to Hellmann’s long-standing ‘Make Taste, Not Waste’ platform, encouraging sports fans, foodies and cat lovers alike to get creative in the kitchen and help fight against food waste. With the addition of Hellmann’s mayonnaise, leftover ingredients can get new, delicious life, with the brand successfully inspiring more than 100 million people globally every year to reduce food waste at home with leftover creations. 

Fans looking for game day recipe inspiration can check out the ever-popular Disappearing Buffalo Chicken Dip recipe, as well as enjoy the Buffalo Chicken Panini recipe for a deliciously creative way to use up their leftovers. 

About Unilever Canada 

Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition, and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 127,000 employees and generated sales of €60.1 billion in 2022. Over half of our footprint is in developing and emerging markets. We have around 400 brands found in homes all over the world. In the United States and Canada, the portfolio includes iconic brand such as: Dove, Knorr, Hellmann’s, Magnum, Axe, Ben & Jerry’s, Degree, Q-tips, St. Ives, TRESemmé and Vaseline. 
 
Our vision is to be the global leader in sustainable business and to demonstrate how our purpose-led, future-fit business model drives superior performance. We have a long tradition of being a progressive, responsible business. It goes back to the days of our founder William Lever, who launched the world’s first purposeful brand, Sunlight Soap, more than 100 years ago, and it’s at the heart of how we run our company today. 
 
The Unilever Compass, our sustainable business strategy, is set out to help us deliver superior performance and drive sustainable and responsible growth. 
 
For more information on Unilever Canada and its brands visit: www.unilever.ca