75 Years of Thomy
A story that isn't quite true...
The most popular mayonnaise turned 75—and Thomy celebrated with a nationwide mystery campaign that kept the country on the edge of its seat.
The story: The original recipe for Thomy Mayonnaise à la Française had been stolen. In collaboration with 20 Minuten, clues were hidden in articles over a six-week period—those who followed all the clues and knew the correct answer made it to the grand finale in Bern. That’s exactly where we came in.
| Period |
March 2026 |
| Customer |
Nestlé (Thomy) |
| Responsibilities |
|
Promotion-Tools handled the entire planning and execution of the live event—from developing the game mechanics and custom game materials to the scoring system and leaderboard, right through to the event being hosted by a bilingual emcee. This was complemented by location scouting, full event coordination, and a closing reception for all finalists.
50,000 participants, 15 finalists, an unforgettable evening—that’s how you celebrate 75 years. Happy 75th birthday, Thomy—and thank you for your trust.
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