Executive summary
It was the David and Goliath of condiments. Heinz may be a household name, but when it came to mayonnaise, we were small fry.
Back in 2017, there was only one game in town: Hellmann's.
In order to challenge Hellmann's, we needed to do something that doesn't come naturally to a big brand like Heinz: we needed to act like the underdog.
