Hellmann's descended on the town of Toast on National Grilled Cheese Day (April 12, 2024) to prohibit the sale or use of mayonnaise within the the jurisdiction oft he town of Toast, North Carolina to convince residents that "Mayo On the Outside" of Toast is the best way to enjoy the perfect grilled cheese sandwich.

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2.2 billion grilled cheese sandwiches are made each year. The recipe is simple: bread, cheese, and butter. The recipe is also wrong. Mayo on the outside, not butter, makes for the crispiest, tastiest grilled cheese. Converting all the butter users to mayo could mean quite the business conversion for Hellmann's It was time to let the secret out of the bread bag.

To right this culinary wrong, we had to go big. We had to prove mayo goes on the outside of toast for the sake of grilled cheese. So, we went to Toast — Toast, North Carolina. For 24 hours, we bnned mayo inside Toast, NC. Over-the-top? Sure, but that's where mayo belongs.

It all began with a takeover of billboards and flyers inside Toast, NC that announced the ban on behalf of the fictional Commission for Condiment Use. Then, with the help of NASCAR legend and North Carolina native, Dale Earnhardt Jr., the commission went door-to-door in search of contraband. If we found mayo, we made them hand it over. Then, we handed them the reason why. All of Toast was invited over the border to a grilled cheese pop-up featuring mayo on the outside, served up by Dale Jr. himself. With every bite, we had a convert to our side – mayo on the outside.

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Press

Why Hellmann’s prohibited the sale of mayonnaise in a North Carolina town
Campaign
Why Dale Earnhardt Jr. confiscated mayo from a small town
Sportsnaut
Hellmann’s Prohibits the Sale of Mayo inside Toast, North Carolina for National Grilled Cheese Day
Little Black Book Online
Dale Earnhardt Jr. spreads mayonnaise message in North Carolina
WAVY-TV

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