Context:
Kraft Real Mayo is the mayo for mayo people. We're on a mission to champion people who revel in their individuality and inspire mayo lovers to let their Mayo Freak Flag fly. Our audience has evolved over the past couple of years from carefree millennials (folks who eat to fulfill their cravings), to focus more on our people: mayo lovers. Mayo haters are the vocal majority who have a stranglehold on the perception of mayonnaise in our culture. We set out to empower mayo LOVERS to revel in their individuality and display their mayo love proudly and freely.
Objective:
Drive buzz and awareness for Kraft Real Mayo by giving mayo lovers more ways to let their freak flag fly, while highlighting our unique selling proposition: velvety smoothness from being whipped over 3,000 times.
Insight: Juicy Couture tracksuits are the quintessential freak flag of individuality.
They’re not just velvety-smooth, they’re a statement piece, and that statement is: “I’m gonna do me.” J.Lo famously rocked the fashion world with her choice to wear a Juicy Couture tracksuit in her “I’m Real” music video. “I shocked everyone when I decided to wear it! It seemed fitting since the song is called ‘I’m Real,’ so I decided to be ME!” In Juicy Couture, we found a kindred spirit to let their Mayo Freak Flag fly.
The Idea:
The Smooth Lover's Collection in partnership with Juicy Couture, letting mayo lovers wear their mayo pride.
CPG brand collabs are dime a dozen and often random. With Mayo Couture, our collab served a crucial purpose, giving mayo lovers a physical way to flaunt their mayo pride and illustrating our unique product attribute in an effective way: velvety smoothness. And there was no better way to do this than partner with a brand synonymous with "velvety smooth": Juicy Couture. With the two brand's shared affinity for velvety smoothness and the resurgence of Y2K nostalgia sweeping social platforms like Instagram and TikTok, our unexpected collaboration was perfectly positioned to make a splash.
The Collection: We created a limited-edition “Long Live Velvety Smooth” velour tracksuit and “Mayo Couture” tube top with Juicy Couture’s iconic jewels. For the co-branded logo lock-up, we concepted Juicy Couture’s Scottie dog emblem proudly waving the Kraft Real Mayo flag. Coupled with a special pink mayo jar that sported a mayo koozie (tube top for the mayo).
Social: We introduced the collection with Juicy Couture and Kraft Real Mayo collab posts on Instagram, and individual assets on TikTok and Twitter for both brands. We recreated iconic moments from Juicy Couture's rise via a paparazzi-inspired photoshoot and seeded our collection through influencers and brand ambassadors of all sizes and genders. Everything drove users to purchase the full kit at mayocouture.com.
PR/Earned Media: To drive hype for the new collection, we executed a multi-phased earned approach, pitching news and key visuals under embargo before going wide on launch day. We leaned into a variety of verticals (food, lifestyle, fashion, business, broadcast, trade and Gen Z Media) and coordinated product drops for editors and influencers that coincided with launch day.
Business Challenge & Campaign Objective: People see Kraft Real Mayo as a private label value product. We see ourselves as a challenger brand without CPG baggage. But we know where we stand: we’re for the mayo lovers. We set out to create a brand act to give mayo lovers more ways to let their freak flag fly and create inescapable conversation around our Mayo Couture collaboration. Hence our primary KPI was earned media.
Campaign Goal & KPIs:
Business Results: Sales outpaced the entire mayo category by 15% and outpaced competitor Hellmann's by almost 20%, which resulted in 2.6 pts market share growth.
