After years of internet debate, Hellmann’s has teamed up with Ogilvy and Dr. Rachael Durkin, head of global music technologies at Northumbria University, to prove that mayonnaise can actually make music. Drawing on expertise in organology, the study of musical instruments, alongside acoustics and musicology, the research delivers a clear, evidence-based verdict. To bring this to life, the brand worked with musicians, creators and collaborators, alongside a wider community of fans, to take mayonnaise beyond the kitchen, using it to generate sound and build original compositions, putting its musical potential to the test.