"Mayo Haters" campaign aimed to leverage the existing hate for traditional mayo to highlight the striking similarity of NotMayo, a plant-based alternative, through engaging taste tests. Leveraging participants recruited from Reddit, a platform known for its mayo-hating community, mayo haters were invited to try various foods featuring NotMayo, with their reactions filmed as they mistook it for traditional mayo. Despite their protests, they were continually informed that it was actually NotMayo, capturing their confusion and reinforcing the product's resemblance to the real thing. This approach aimed to generate buzz around the new brand and product, emphasizing that if you despise mayo, you'll likely dislike NotMayo just as much, meaning if you love mayo, you'll love NotMayo.