Hellmann’s has officially taken condiment devotion to couture levels with the launch of the BYO Bow—a rhinestone-studded, mayo-dispensing bow tie created with Thinkerbell and Melbourne fashion house Reigner. Designed for Aussies who don’t just love flavour but wear it proudly, the accessory turns a universal dining truth into a tongue-in-cheek fashion statement: Australians will go to surprising lengths for good mayo.
Fronted by NRL star Kalyn Ponga, the campaign swaps stadium lights for studio flashbulbs, capturing him in a high-fashion shoot that mixes elegance with a healthy dose of irreverence. Ponga leans into the fun, describing the BYO Bow as an extension of his on-field flair—just served with a side of mayo. The images set the tone for a campaign that doesn’t take itself too seriously while still looking seriously good.
The idea sprouted from a quirky stat: one in five Australians admit to sneaking their own condiments into restaurants, yet more than half think BYO sauces are socially unacceptable. That social tension—between secret saucing and public pride—became fertile ground for creative mischief. What if bringing your own condiments wasn’t a guilty habit but a bold fashion flex?
Enter Reigner, the label known for expressive, genderless tailoring. Together with Hellmann’s, they crafted a bow tie that fuses fashion artistry with unexpected functionality. Rhinestones, embroidery, and a hidden mayo mechanism come together to create a world-first fashion moment that encourages Aussies to embrace flavour without apology—whether at a pub counter meal or a black-tie dinner.
Since launch, the BYO Bow has been turning heads at restaurants, awards nights, and across social feeds. Coverage from Daily Mail, Kayo Sport, and influencers like LavenderBaj has propelled it into viral territory. As the first outing under Hellmann’s new localised platform, Hell Yeah Hellmann’s, the campaign sets a spirited tone—one that’s bold, culture-led, a little unhinged, and deliciously hard to ignore.
