HELLMANN'S – MAYO McHACK

Mayonnaise is Britain’s favourite condiment, but McDonald's UK still doesn't offer it as a dip. To right this wrong, Hellmann's uncovered a cheeky menu hack – and the nation's mayo lovers did the rest. Awards: Cannes – 2x Silver Lions; D&AD – 1x Graphite, 1x Wood; The One Show – Bronze; Eurobest – Grand Prix; Cresta – 2x Gold; ANDYs – Gold.

Mayo might not officially be on the menu, but it is in the Mayo Chicken. And if you customise your burger with just a few tweaks, then boom – you’ve got mayo.

We let people in on our secret mayo hack through social, print and OOH...

...and voila – mayo and justice were served.