Challenge
The brand's awareness (and sales) have declined as consumers' tastes and preferences have changed.
The brand's awareness (and sales) have declined as consumers' tastes and preferences have changed.
Campaign
To spread flavor to all things bland, Miracle Whip renamed a Florida town named Mayo.
To spread flavor to all things bland, Miracle Whip renamed a Florida town named Mayo.
Results
The story of Mayo, FL becoming Miracle Whip, FL earned over a billion impressions,
landing on the cover of USA Today and all over 450 other news outlets. The coupling of the momentum of this project along with DR marketing led to an untick in sales growth for the first time in years.
The story of Mayo, FL becoming Miracle Whip, FL earned over a billion impressions,
landing on the cover of USA Today and all over 450 other news outlets. The coupling of the momentum of this project along with DR marketing led to an untick in sales growth for the first time in years.
Awards
Winner, Cannes Lions International Festival of Creativity, 2019
Silver Lion, Brand Experience & Activation Lions, Guerilla Marketing & Stunts
Winner, Cannes Lions International Festival of Creativity, 2019
Silver Lion, Brand Experience & Activation Lions, Guerilla Marketing & Stunts
Shortlists, Cannes Lions International Festival of Creativity, 2019
PR Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Live Brand Experience Or Activation, 2019
Brand Experience & Activation Lions, Guerilla Marketing & Stunts, 2019
PR Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Live Brand Experience Or Activation, 2019
Brand Experience & Activation Lions, Guerilla Marketing & Stunts, 2019
Winner, The Drum Marketing Awards US, 2019
Best Advertising Strategy
Best Advertising Strategy
Creative Director