On today’s Bullseye – Hellman’s has teamed up with Muddling Memories an experimental mixology company in Brooklyn. What did they come up with? A recipe for holiday eggnog using Hellman’s mayonnaise instead of eggs. Guess they should rename it to Mayonog? Eggnog’s origins date back to Britain back in the 13th century. Traditionally its eggs, milk, spices and of course rum. One note – George Washington – yes, THE George Washington – had his own recipe that in addition to rum included brandy, whiskey and sherry. Back to Hellman’s. Let’s not forget that Hellman’s ingredients include eggs and egg yolks – in fact they are the third and fourth ingredient after oil and water. This Mayonog recipe is ¼ cup Hellman’s mayo, 3 oz whole milk, 3 oz heavy cream, 3 oz simple syrup, ½ tsp nutmeg, ½ tsp vanilla extract, 1 tsp cinnamon, 1 ½ oz Rum, 1 ½ oz apple Brandy and 1 ½ oz Cognac.
I haven’t made it – so I have no idea how it tastes but review that I saw, for the most part, give it kudos. By the way the brand also suggests that you can use mayo to make Snickerdoodle cookies. I don’t expect either recipe to be the most important holiday food trends – but I do applaud the brand’s marketing prowess. Not many of us think about mayonnaise – or Hellman’s around the holidays – especially as a featured ingredient – but this promotion is smart. It has us talking about one of America’s iconic staple brand in a hip new light. They even partnered with Amy Fontaine’s New York City bar & restaurant to add it to the menu till December 15th – so you New Yorkers will have to hurry and get to 922 2nd Avenue before Thursday. It’s a cool place that specializes in adding a twist to classics like Ribeye French Dip, Prosciutto Mac & Cheese, fabulous pizzas and a double smash burger made with a blend of dry-aged rib cap and wagyu beef. Normally the brands that utilize marketing gimmicks are lame and goofy. Not this one. It’s smart. Good for you Hellman’s!