To promote its new star status, Hellmann’s

could’ve hired a big-name celebrity, but it chose Jesse Heiman, the world’s greatest background actor, credited with +100 on-screen appearances, including Spider-Man and Big Bang Theory.

Since mayo was going from background player to main ingredient, we made Jesse the face of flavoured mayo in a social- and influencer-led campaign. We gave Jesse his first starring role, and in turn, he made Hellmann’s Flavours famous.