Hellmann's Mayonnaise Taps Kareem Rahma to Curate Art Gallery Pop-Up Featuring Mayo-Inspired Masterpieces

On July 9, art and mayonnaise lovers are invited to experience "The Art of the Mayoment" - an exhibition of incomplete masterpieces - each one interrupted by the unmistakable taste of Hellmann's Mayonnaise

HOBOKEN, N.J., July 1, 2025 /PRNewswire/ -- There are moments when taste takes over. When a single bite is so unexpectedly good, everything else—your thoughts, your work, even your art—just... stops. Hellmann's is calling this phenomenon a Mayoment: a spontaneous, delicious interruption sparked by the unmistakable, delicious taste of Hellmann's Mayonnaise. It's not just a flavorful distraction – it's a full pause.

In partnership with creator Kareem Rahma, Hellmann's invites fans to explore the beauty of interruption with the exclusive "The Art of the Mayoment" gallery on July 9 at 155 Suffolk Street in New York City. Inspired by the legacy of legendary pop-artists, whose muses once included Hellmann's itself, this gallery flips the script: What if the art stops — not for lack of vision, but because of a perfectly-timed, perfectly-made burger?

 "The Art of the Mayoment" showcases bold, incomplete artworks — pieces left deliciously undone after their creators were swept away mid-stroke, mid-thought, mid-bite. These unfinished works are masterpieces in the eyes of Hellmann's, because sometimes, the pause is the masterpiece.

"I was halfway through an incredible sandwich — the kind that makes everything else disappear — when it hit me," says Kareem Rahma, pausing to wipe his hands. "That feeling of being totally lost in the moment, that was the spark. So I asked each artist to do the same: step away from the work, savor something delicious, and let that joy fuel their creativity. What came back was this collection — a tribute to the magic of a well-timed Mayoment."

Guests can have a Mayoment of their own as they walk through the halls of the gallery and enjoy light bites and assorted beverages.

"At Hellmann's, we know that a truly great moment can stop you in your tracks—especially when it comes in the form of an unforgettable bite," says Jessica Grigoriou, SVP of Marketing, Condiments at Unilever North America. "With The Art of the Mayoment gallery, we're celebrating those delicious interruptions and showcasing how even an unfinished work of art can tell a bold, flavorful story thanks to Hellmann's."

Can't join us in NYC? No worries! Hellmann's is giving eligible fans a chance to win their own personalized portraits made with the brand's delectable mayonnaise. To enter, mayonnaise lovers can head to Hellmann's on Instagram beginning July 10 and look for the giveaway post for details on how to enter for a chance to win their one-of-a-kind piece.

This pop-up experience supports the brand's new campaign across paid, social, earned and influencers that shows you forget the rest, when bring out the best. This summer, let Hellmann's take you away with a bite from the moment, for a moment – and elevate both your artistic and culinary taste. Be sure to tag @HellmannsMayonnaise in your #Mayoments all summer long!

NO PURCHASE NECESSARY. Void where prohibited. Hellmann's Mayonnaise The Art of the Mayoment Social Giveaway is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18+. Begins once the post goes live on Instagram on 7/10/25 & ends 11:59 p.m. ET on 7/17/25. For official rules, visit unileversweepsrules.com/mayoment

About Unilever in North America 

Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.

Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica. 

For more information on Unilever U.S. and its brands visit: www.unileverusa.com 

For more information on Unilever Canada and its brands visit: www.unilever.ca

Media Contact:
Tyler Krivich | Edelman
[email protected]

SOURCE Hellmann's