Leisure and Lifestyle

Canadians Rally Behind Hellmann’s “May 0” Initiative for Early BBQ Season Kickoff

Hellmann’s Launches Petition to Replace April 30 with “May 0,” Introduces Chipotle Mayo Sauce to Spice Up Grilling Season

As temperatures begin to rise and the scent of barbecues fills the air, Canadians are eagerly embracing a bold initiative from Hellmann’s: the introduction of “May 0” to jumpstart the summer grilling season one day earlier. According to a recent survey conducted by the renowned mayonnaise brand, a staggering 64% of Canadian grill enthusiasts expressed a desire for an extra day of outdoor cooking festivities.

Hellmann’s, known for its iconic condiments, has initiated a campaign urging Canadians to rally behind the idea of replacing April 30 with “May 0,” thereby shortening April by one day and bringing the joy of BBQ season closer. The campaign, backed by a Change.org petition, has gained significant traction, with Canadians across the country voicing their support for the early start to grilling season.

Harsh Pant, Senior Brand Manager for Hellmann’s Canada, expressed enthusiasm for the initiative, stating, “May 0 is a new occasion that brings us one day closer to BBQ season, outdoor gatherings with friends and family, and delicious flavors.” Pant highlighted the importance of grilling as a communal activity, particularly emphasizing its role in bringing loved ones together.

Recent data cited by Hellmann’s reveals that given an extra day, 73% of Canadian grillers would prioritize spending time with family and friends, underscoring the social significance of BBQ season. The sentiment is especially strong among younger demographics, with 83% of Gen Z and 77% of Millennials expressing a desire to use the additional day for bonding with loved ones.

In addition to advocating for an early start to BBQ season, Hellmann’s is unveiling a tantalizing addition to its product lineup: the Chipotle Mayo Sauce. Crafted with real, simple ingredients and boasting a smoky flavor with a mild kick, the Chipotle Mayo Sauce promises to elevate summer grilling to new heights.

With Canadians’ top five favorite foods to grill including burgers, steak, chicken, hot dogs, and sausages, the introduction of Hellmann’s Chipotle Mayo Sauce offers a versatile and flavorful accompaniment to a variety of grilled dishes.

As the campaign gains momentum and anticipation for the summer grilling season reaches a fever pitch, Canadians can join the movement by visiting Change.org/CanadaNeedsMay0 to show their support for “May 0” and indulge in the savory delights of Hellmann’s Chipotle Mayo Sauce.


Hellmann’s innovative “May 0” campaign has struck a chord with Canadians, tapping into their enthusiasm for outdoor grilling and bringing loved ones together. The initiative not only promotes a fun and festive start to the summer season but also underscores the brand’s commitment to enhancing culinary experiences with quality ingredients.

By introducing the Chipotle Mayo Sauce, Hellmann’s continues to innovate and cater to evolving consumer tastes, ensuring that Canadians can savor every moment of BBQ season with delicious and flavorful accompaniments. With the support of consumers rallying behind the “May 0” movement, Hellmann’s is poised to make a memorable mark on this year’s summer grilling festivities.

Tiana Squire

Tiana Squire is our Leisure and Lifestyle Writer, dedicated to covering a wide array of topics including restaurants & bars, fashion, travel and tourism, family events and entertainment. With a passion for exploring and sharing the best in leisure experiences, Tiana brings her unique perspective and enthusiasm to each piece she writes. For inquiries or feedback, contact Tiana at tiana.squire@gtaweekly.ca.

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