Brief: In Germany people buy mayonnaise on auto pilot based on what their moms bought and because Heinz is still just a small player in the category, this was a problem. We needed to activate shoppers to make a switch by proving that Heinz is the best tasting mayonnaise on the shelf. Insight: Hand on heart, we all abandon products in the supermarket, right? We find something better, and just like that the other product goes back on a random shelf where it doesn’t belong. Idea: We showed exactly what happens to inferior mayonnaise “The moment you find Heinz.” Through an integrated campaign, we humorously poked fun at the absurd abandoned places mayonnaises end up in the supermarket thanks to Heinz. We used cinema advertising, social media, OOH and digital OOH and even a POS display that collects abandoned mayo’s before they end up on the wrong shelf.