Objectives

As the brand that supports Mayo Lovers, we wanted to celebrate the biggest mayo lover with a Mayodorsement. We released a hype film, calling for Mayo lovers to enter to win the Mayodorsement by sharing their Mayo love on social. As a brand all about reveling in our individuality, we were delighted by the broad range of unique entries; from rap songs to love poems to mayo-inspired workout routines.

Strategy and Execution

Mayo is sometimes described as “boring” or “subtle," and yet people have surprisingly strong, polarizing opinions about it. Because of this, mayo lovers have been frequently shamed for their condiment preference.

Kraft Real Mayo is all about standing up for these pro-mayo people, who unabashedly enjoy their velvety smooth mayo, no matter what others say. So while keeping a pulse on mayo culture and conversation, when we noticed an uncanny amount of unexpected mayo behavior at sporting events, we looked into it further. We found a man, overtly showing off his mayo love in public, consuming an entire gallon of Kraft Real Mayo during Redbirds baseball games.

Inspired by such authentic, audacious mayo behavior, we wanted to shed a spotlight on more mayo fans like him, by building a platform where they can demonstrate their love for mayo. Featuring Mayo Man as the spokesperson, we unleashed #KraftMayodorsement, a UGC contest encouraging people to prove how much they love mayo by creating and posting mayo-ful content on Instagram and Twitter… All for the glory of becoming the next Mayodorsement with a $10,000 signing bonus, a custom jar of Kraft Real Mayo with their face on it, and be part of a local media campaign that announces the new Mayodorsement deal.

Within ten days, we had hundreds of unique submissions ranging from rap songs and music videos to mayo wellness, marriage proposals and even mayo magic. The mayo love overflowed. But only one could be crowned the winner. So we created a bracket-style vote on social dubbed Kraft Mayo Draft for mayo fans everywhere to vote for the next Mayodorsement.

In addition to entry submissions, the campaign resulted in 203K earned impressions and 286% growth in followers for the brand’s key social channels. Needless to say, this campaign was just one of the tangible ways we’ve helped demonstrate Kraft Real Mayo is the mayo of mayonnaise (for mayo lovers everywhere).

Results

The program surpassed all KPIs and spread a whole lot of mayo love. As one of the first few brand acts with Kraft Real Mayo's new repositioning, the outpouring of submissions and engagement from fans reinforced our purpose to stand alongside those who revel in their individuality, especially when that means loving mayo. It also validated that our new brand message resonated with our new Carefree Millennial consumer target.

• Campaign Engagement: Over 200 unique contest entries (photos and videos) within 9 days (phase 1, submission period).
• Earned Impressions: Exceeded our base goal of 200MM, generating 203.2MM impressions.
• Paid Impressions: Overdelivered our base goal of 131MM by 23%, resulting in 161.2MM impressions.
• Social Media Followers: Primary channels Twitter and Instagram saw an increase of 5,000+ followers per platform, achieving an overall follower growth of 249%.
• Brand Perception: Kraft Mayo's perception with Millennials hit record-highs following this campaign, with +67% increase in Kraft Mayo as "favorite brand," +23% increase in purchase intent, and +40% increase in "keeps getting better" as measured by Y-Pulse.

Media