# Tongue-In-Cheek Grilling Ads Hellmann's Canada Ignites Grilling Season Early with "May-0" Petition By Grace Mahas | Published 2024-04-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/may0-petition References: [change.org](https://www.change.org/p/change-april-30th-to-may-0-0b55f6f9-da40-4a23-8939-83a0cb29565b?utm_medium=custom_url&utm_source=share_petition&recruited_by_id=78168ec0-fb4a-11ee-92d0-290685e4e9e2)  Canadian condiment giant, [Hellmann's](https://www.trendhunter.com/trends/tailgate-inspired-rv), is capitalizing on consumer cravings for summer grilling with a tongue-in-cheek campaign. A recent survey revealed that nearly two-thirds (64%) of Canadians who grill desire an extra day for their favorite summertime activity. In response, Hellmann's has launched a petition advocating for the replacement of April 30th with "May-0," effectively extending the grilling season by a day. The lighthearted campaign, "#May0WithHellmanns," encourages Canadians to fire up their grills and celebrate the unofficial start of summer a day early. "May-0 is a playful way to bring Canadians together and celebrate their passion for grilling," says Harsh Pant, Senior Brand Manager for Hellmann's Canada. The campaign also highlights the brand's commitment to fostering connections, with data suggesting that 73% of Canadian grillers would use the extra day for gatherings. Complementing the campaign launch, Hellmann's is introducing a new "[Chipotle](https://www.trendhunter.com/trends/mayo-mani) Mayo Sauce," boasting a smoky flavor profile ideal for summer grilling. This Canadian-made condiment boasts real, simple ingredients and pairs perfectly with popular grilling options like burgers, steak, and chicken. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 45% | Activity: 47% | Freshness: 23% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Extended Grilling Season:** Capitalizing on consumer cravings for summer grilling, brands are exploring ways to extend the traditional grilling season. - **Petition-based Campaigns:** Brands are leveraging petition-based campaigns as a creative approach to engage consumers and drive brand advocacy. - **Innovative Flavored Condiments:** The introduction of unique and flavorful condiments like Chipotle Mayo Sauce presents opportunities for brands to cater to evolving consumer tastes. ### Sectors Adopting This - **Food and Beverage:** Within the food and beverage industry, there is potential for brands to innovate with seasonal product launches and engaging marketing campaigns. - **Marketing and Advertising:** In the marketing and advertising industry, utilizing playful and interactive campaigns, such as petition initiatives, can foster consumer engagement and brand loyalty. - **Consumer Goods:** In the consumer goods industry, tapping into the demand for unique flavor experiences through innovative condiment offerings can drive product differentiation and market growth. ## Related on Trend Hunter - [Humorous Condiment-Inspired Campaigns](https://www.trendhunter.com/trends/endcondimenthoarding.md) - [Condiment Marketing Campaigns](https://www.trendhunter.com/trends/condiment-marketing-campaign.md) - [Independent Burger Restaurant-Focused Campaigns](https://www.trendhunter.com/trends/independent-burger-restaurant.md) - [Flavorful Mayo-Style Sauces](https://www.trendhunter.com/trends/mayonnaise-style-sauces.md) - [Condiment-Celebrating Hot Dog Ads](https://www.trendhunter.com/trends/hot-dogs-are-not-a-contest.md) - [Tailgate-Inspired RVs](https://www.trendhunter.com/trends/tailgate-inspired-rv.md) - [Chili Pepper-Infused Condiments](https://www.trendhunter.com/trends/hellmanns-spicy-mayonnaise.md) - [Quirky Athlete-Centric Mayo Campaigns](https://www.trendhunter.com/trends/mayotivations-campaign.md) - [Fast Food Dipping Hacks](https://www.trendhunter.com/trends/fries-with-mayonnaise.md)