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The spot by Wieden + Kennedy NY dives into the mayo lover's backstory.

The world watched in awe — and confusion — when Mayo Man ate mayonnaise out of a jar during a baseball game in 2019. This man ate mayonnaise in front of "67,000 weirded out people" with an impressive "8-dollops-per-inning ratio." Kraft Mayo is now on the hunt for the next person to sign an official Mayodorsement contract, worth $10,000.

"I guess I was always just hungrier than everyone else," the Mayo Man says as photos of him as a child flash on the screen. "From the moment I picked up a spoon, I just knew."

 Kraft Mayo’s next dedicated mayo lover will receive a jar with their face on it and a full-page ad and digital billboard in their local town. Contestants can enter through May 14 on Instagram or Twitter by following @RealKraftMayo and using #KraftMaydorsement and #Contest. Fans are encouraged to express their mayo love in a video, photo, love poem or other medium.