Hellmann’s turns mayo smuggling into condiment couture with the BYO Bow via Thinkerbell

Hellmann’s and Thinkerbell have taken Australia’s love of flavour to couture heights, unveiling the BYO Bow, the world’s first mayonnaise-dispensing bow tie, that helps Aussies wear their sauce obsession with pride.

The work, produced, developed and rolled out across social in partnership with Hogarth, is fronted by NRL superstar Kalyn Ponga, who swaps his boots for bow ties in a high-fashion shoot that blends elegance with irreverence.

“On the field, I’m known for flair, and teaming up with Hellmann’s let me bring that same energy to the dining table,” says Ponga. “The BYO Bow is unexpected, cheeky, and seriously stylish. Aussies love their mayonnaise, and this proves we’ll go to any length to get our fix.”

Research conducted by Hellmann’s revealed that one in five (19%) Australians admit to smuggling their own condiments into restaurants; however, the country is split, with more than half (53%) saying BYO condiments are socially unacceptable. That tension between guilty pleasure and public pride sparked an idea: what if BYO condiments weren’t shameful but chic?

Enter the BYO Bow.  Created in collaboration with Melbourne fashion label Reigner, known for its bold, expressive, and genderless tailoring, the BYO Bow merges craftsmanship with delicious. Embroidered, rhinestone-studded, and discreetly equipped to deliver Hellmann’s signature rich and creamy mayo, it takes a universal truth about Aussie dining habits and turns it into a world-first fashion moment.  It’s the ultimate accessory for those who refuse to compromise on flavour, or flair.

Says Cat Williams, Head Creative Tinker, Thinkerbell:  “A distinctive brand asset turned into a real-life tool for mayo lovers, the BYO Bow reminds Aussies that every meal, even those from the fanciest restaurants, could use some Hellmann’s deliciousness.”

Says Lilli Lo, Content Strategy Director, Hogarth: “Another standout example of a Unilever brand meeting its consumers in a bang-on, culture-led way. Kudos to Hellmann’s for trusting us, Hogarth and Thinkerbell, to make work that actually connects, cuts through, and, honestly, makes people laugh.”

Says Sara Rodrigo, Brand Manager, Unilever: “Australians aren’t prepared to compromise when it comes to transforming everyday meals, even if it means bending the rules. Our research shows over half (53%) say BYO sauce is socially unacceptable, creating a delicious divide in dining etiquette.…until now. With the launch of the BYO Bow, Hellmann’s is giving Aussies permission to elevate any dish, anywhere, with our unmistakably thick and creamy mayonnaise. From the local pub counter meal to a penthouse dinner party, Hellmann’s proves that great taste belongs everywhere!”

Since launching, the BYO Bow has hit the social circuit, appearing everywhere from Double Bay’s trendiest restaurants to the ARIAs.

It’s also taken off online, with coverage spreading across publications like the Daily Mail, social media platform, Kayo Sport, and even influencer reactions from the likes of LavenderBaj and more.

The BYO Bow is the first piece of work under Hellmann’s new localised brand platform, Hell Yeah Hellmann’s, which champions the idea of bringing unhinged enthusiasm and excitement to every dish.

Creative and earned: Thinkerbell
Client: Unilever
Content and Influencer production: Hogarth
Fashion partner: Reigner
Talent: Kalyn Ponga