Bayer has cooked up the next phase of its “See Your Risks” campaign, tapping Food Network star Jeff Mauro as its sous chef.
In honor of February's American Heart Month, the drugmaker is offering people the chance to dine in Mauro’s immersive dark dining experience, the Heart to Heart Bistro—provided they complete its aspirin heart health risk assessment.
Residents of New York, New Jersey, Connecticut and Pennsylvania who complete the online assessment by Feb. 24 can enter a sweepstakes, with the winners dining at the Heart to Heart Bistro. They'll be served a three-course meal while blindfolded to “mirror how cardiovascular risk factors often develop quietly, without symptoms,” Bayer said in this week's announcement.
“When Bayer Aspirin shared this idea of using food and a dark dining experience to reflect how heart health risks can go unseen, it really resonated with me,” Mauro said in the release. “This experience is about sparking honest conversations and reminding people that even when you feel fine, it’s worth taking a moment to understand your heart health, talk with your doctor and not stay in denial.”
The celebrity chef and a cardiologist will guide guests through the meal. The menu is “inspired by real-life heart health risk factors and the everyday excuses people use to stay in denial about their cardiovascular health,” according to Bayer. By using familiar flavors to represent heart health risks, the company aims to show how daily choices can add up over time.
Bayer’s campaign could drive more people to its heart health risk assessment tool. Completing the questionnaire generates details of personal risk factors and other information that people can use in talks with healthcare professionals.
The marketing team at Bayer, which sells low-dose aspirin regimens aimed at the heart health market, has worked in recent years to make people more aware that they could be at risk of cardiovascular events such as heart attack and stroke.
Last year, for example, echoing the new campaign's theme of battling denial, the company ran a Super Bowl ad aimed at older millennials who may assume they are at low risk because they are only 40, eat healthy and walk to work.
Efforts to grow global aspirin sales have been undermined by China’s volume-based procurement policy. Sales of Aspirin Cardio, Bayer’s product for the secondary prevention of heart attacks, fell (PDF) 12% over the first nine months of 2025.