Hellmann’s Serves Up Style With The World’s First Mayo-Dispensing Bow Tie

Hellmann’s has launched the world’s first mayo-dispensing bow tie, the BYO Bow, blending fashion and flavour in a cheeky campaign by Thinkerbell. Designed by Melbourne label Reigner and fronted by NRL star Kalyn Ponga, the rhinestone-studded accessory lets wearers squeeze out Hellmann’s mayonnaise in style. The campaign responds to research showing 19% of Australians secretly bring condiments to restaurants, despite 53% viewing it as socially unacceptable. BYO Bow flips the stigma into a statement, aligning with Hellmann’s new platform Hell Yeah Hellmann’s. A giveaway offers fans a chance to win the bow tie and a year’s supply of mayo.