AUSTRALIA | Hellmann’s has uncovered one of Australia’s most unexpected dining secrets: sauce smuggling.
According to new research, one in five Aussies admits to sneaking their own condiments into restaurants, a cheeky habit that revealed the nation’s love of flavour.
For many, confidence is the missing ingredient. While Aussies love their flavour, only four percent of sauce smugglers dared to bring their own condiment into fine-dining restaurants, with the rest choosing to play it safe at more relaxed venues like cafés, pubs, fast food outlets and food courts.
With nearly half of Aussies admitting they can’t live without mayo in their weekly meals, Hellmann’s has teamed up with NRL superstar Kalyn Ponga and Melbourne fashion label REIGNER to create the BYO Bow - the world’s first bow tie that discreetly dispenses mayonnaise.
Designed to turn sauce smuggling into a fashion statement, the BYO Bow gives Aussies permission to bring their favourite flavour anywhere - from everyday eats to fine feasts.
Bringing his signature flair from the field to fine dining, Kalyn Ponga has swapped his boots for a bow tie and reimagined the fine-dining experience with an unexpected twist - a hidden hit of mayo.
“On the field, I’m known for my creativity and energy - teaming up with Hellmann’s mayonnaise was a fun way to bring that same vibe to the table,” said Kalyn Ponga.
“The BYO Bow is unexpected, cheeky, and seriously stylish. Aussies love their mayonnaise, and this just proves we’ll go to any lengths to get our fix.”
Created in collaboration with REIGNER, the Melbourne-based fashion house known for its expressive, genderless tailoring, the BYO Bow merges couture craftsmanship with condiment creativity. The striking blue bow tie features a sleek, hidden nozzle that dispenses Hellmann’s signature creamy mayonnaise with a gentle squeeze.
“Australians clearly don’t want to compromise on transforming everyday meals into something more enjoyable, even if it means bending the rules,” said Annie Lucchitti, Head of Nutrition at Hellmann’s.
“With over half the nation admitting they feel it’s socially unacceptable to BYO sauce to restaurants, but that changes now. The BYO Bow proves that Hellmann’s mayonnaise belongs everywhere, turning any meal into a moment of true mealtime pleasure. With its unmistakably rich and creamy texture, Hellmann’s elevates every bite, bringing the ‘hell yeah’ and making ordinary moments taste extraordinary.”
To celebrate the nation’s love of flavour, Hellmann’s is giving Australians the chance to win their very own Hellmann’s x REIGNER BYO Bow and a year’s worth of mayonnaise.
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