Built from zero, KEWPIE's global Instagram grew into a 10K-follower platform that reframed the brand against Hellmann's and Heinz, shifting the story from sandwich spread to Japan's culture of using mayo to transform cooking.

Anchored by the "Can You KEWPIE It?" series and its snackable stop-motion transformations, the account became KEWPIE IT.'s core creative engine, driving both organic engagement and paid social amplification across global markets.