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Tweet of the Week

Is Mayo the New Oatmilk?

June 18, 2021
October 13, 2021
Mae Rice

The suggestion of drinking mayonnaise or adding it to coffee gives people an almost immediate gag-reflex. That might be why it works as an engagement-driving strategy.

Table of Contents

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People love to be outraged on social media — and this week, Hellman’s gave them a reason to be with this Helltweet. 

It got 2.5K+ quote tweets and 1.5K+ replies. 

It’s risky to make your product sound disgusting, but there was historical evidence — if the Hellmann’s team looked for it — that the tweet would perform. 

A brief history of drinking mayo

Let's get into it.

2021

In May, a user posted in r/unpopularopinion that watered down milk was better than cream in hot chocolate— and got 4.3K comments and 20K+  upvotes.

The post was... oddly persuasive. “It has an added benefit of not triggering any lactose intolerances,” the user wrote.

2017

A Philadelphia sportswriter admitted to trying mayo in his coffee. His tweet gets 450+ QTs, 80+ replies, and coverage in Food & Wine, Today, and (somehow?!) Business Insider.

2011

A Reddit post about mayo tasting “awesome” in coffee got 22 replies — all negative. As the comment Reddit's  filter deemed "Best" put it, "What? No. Just...no.”

The original poster deleted their account, but arguably started this trend.

Our takeaway? 

Social posts about drinking mayo have been doing numbers for 10+ years. 

They hit that perfect, unbearable-yet-plausible note that sparks major engagement. But also… 🤮.

Mae Rice
about the author

Mae Rice is senior editor at MarketerHire. A long-time content marketer, she enjoys interviewing marketing experts and learning about the weird and wonderful feedback loops that connect marketing and culture. She also loves any ad that makes her say "Huh?!" — especially Tim and Eric's ad for Totino's pizza rolls, which she watches way more often than you would think.

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