Mayonnaise is a pantry staple category that splits into mainstream household brands and newer better-for-you challengers. Hellmann's sells everyday mayo to grocery shoppers worldwide, while Primal Kitchen and Hunter & Gather target paleo and keto eaters with avocado oil recipes. Sir Kensington's pitches simple, non-GMO ingredients at a premium, Blue Plate trades on Gulf South heritage, and Veeba serves Indian households. Studying these ads shows how a low-glamour product earns attention: through recipes, ingredient transparency, diet identity, and nostalgia. It is a useful category for marketers selling any commodity food with a premium angle.
Blue Plate is a mayonnaise and condiment brand with particular popularity in the U.S. Gulf South, especially New Orleans. It positions itself as a regional, heritage brand favored for traditional Southern cooking. Blue Plate has been produced since the early 20th century.
Hellmann's is a mayonnaise and condiment brand owned by Unilever, sold in grocery stores across much of the world. It positions itself around real, simple ingredients and is one of the most recognized mayonnaise brands globally. In parts of North and South America it is sold under the Best Foods name.
Hunter & Gather was launched in October 2017 by Amy Moring, a lifelong coeliac, and Jeff Webster, a health-optimisation enthusiast. The brand makes paleo and keto-friendly condiments — including avocado oil mayonnaise, sugar-free ketchup and collagen — formulated without refined sugars, grains or inflammatory seed oils. Also searched as Hunter.
Primal Kitchen was founded in 2015 by Mark Sisson, creator of the Mark's Daily Apple paleo blog. The brand pioneered avocado oil-based mayonnaise and keto/paleo condiments, reaching mainstream distribution before Kraft Heinz acquired it for approximately $200M in 2019. It remains a top-selling clean condiment brand. Also searched as Primal.
Sir Kensington's is a condiment brand making ketchup, mayonnaise, and mustard with an emphasis on simple, non-GMO ingredients. Founded in 2010, it positions itself as a premium, better-for-you alternative to mass-market condiment brands and is now owned by Unilever. Its products are sold in grocery and natural food retailers.
Veeba is an Indian food and beverage brand manufacturing sauces, condiments, and culinary products for both retail consumers and the food service industry. It sells through supermarkets, online grocery platforms, and its own e-commerce site, advertising across Meta placements.
Mayonnaise is a low-involvement purchase, so the strongest ads give people a reason to care. Challenger brands do it with ingredients. Primal Kitchen and Hunter & Gather build their story on avocado oil and the absence of sugar, grains, and seed oils, which speaks directly to people already following paleo or keto. The ad is less about mayo and more about a diet identity that the product supports. Sir Kensington's takes a cleaner-label route, appealing to parents and home cooks who read ingredient lists and accept a higher price. Hellmann's, as a mainstream brand, leans on familiarity, real and simple ingredients, and everyday cooking moments. Formats are mostly food-first. Expect close-up shots of spreading and dolloping, recipe videos, sandwich and salad builds, and short user-style clips. Regional brands such as Blue Plate rely on tradition and recognizable Southern dishes, while Veeba speaks to Indian home cooking and food service buyers.
Sort the ads by the reason to buy. Some sell health (clean ingredients, diet fit), some sell taste and tradition, and some sell value. Seeing how many brands cluster around each reason shows you where a new entrant could stand out. Pay attention to the use case in the first frame. A recipe, a lunch, a dipping sauce, and a marinade each position the product differently. Brands that expand beyond sandwiches are usually trying to grow usage, not just win share. Look at how challengers handle the incumbent. Premium brands rarely name Hellmann's directly, but they often frame their ingredient lists as the contrast. Note the exact words they choose, because those words reveal what they think shoppers distrust about the standard jar. Finally, compare formats by market. Grocery brands in different countries lean on different cultural cues. Save examples in AdLibrary and tag them by claim type to build a clear picture of your category.
Brands like Primal Kitchen and Hunter & Gather speak to paleo and keto eaters, stressing clean ingredients and what the recipe leaves out, such as sugar, grains, and seed oils. The creative is food-focused, with recipes and simple lifestyle framing instead of heavy product claims.
Hellmann's ads lean on familiarity, simple real ingredients, and everyday cooking for mainstream shoppers. Premium and better-for-you brands such as Sir Kensington's emphasize cleaner labels and non-GMO ingredients, aiming at shoppers willing to pay more for a more considered jar.
Blue Plate is tied to the US Gulf South and traditional Southern cooking, while Veeba serves Indian households and food service buyers. Their ads draw on local dishes and habits, which is a useful model if you are selling a condiment with strong regional loyalty.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →