Last year, we introduced a wildly successful new brand platform called “Welcome to Duke’s Country,” and almost as if by design, the brand is going nationwide. It was time for the Fastest Growing Mayo in the Category to grow outside of its core. To show up in farflung states who may or may not have heard of Duke’s Mayo. Our job? Tell them Duke’s Mayo is coming.

Jarring. In a good way
For many, Duke’s Mayo rings a bell because of the Duke’s Mayo Bowl. You know, that crazy mayo-fueled football game? They’ve heard of a mayo dump, but they’ve never been blessed by its smooth, creamy goodness. To quickly telegraph its quality and impact we had to:
1) Focus on the brand’s most recognizable asset—its jar—the only yellow-lidded mayo on shelf
2) Show the situations where a fresh jar of Duke’s might make a difference
3) Have fun… Strategically-led-institutional-knowledge-gained-over-4-years-of-shepherding-this-challenger brand-fun.

Mayo to the Rescue
To announce “Duke’s is Coming,” we created a spot with our good friends at SpangTV with Rosey as our pilot (director). In the spot, we see a fleet of Duke’s airplanes flying across the country, dropping mayo where it’s needed (arguably everywhere). Each time Duke’s saves the day, no matter if you’re a high-end chef or a chap-lipped survivor on an island.

Bringing it to You Live
The spot debuted at Duke’s Mayo’s biggest stage, the Mayo Bowl on January 2nd. And not just on TV, but also for football fans inside Bank of America Stadium in Charlotte. Yes, we equipped jars with parachutes and dropped them from the sky after the spot played on the Jumbotron. Just to prove that Duke’s Mayo is really launching in a big way.