Cannes Lions

Miracle Whip, Florida

KRAFT HEINZ COMPANY, Chicago / KRAFT / 2019

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Overview

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Credits

Overview

Background

A kind description of the situation would be, "not great." Miracle Whip is an established brand, but it has been losing relevance. Sales were entering their twelfth straight year of decline.

We were tasked we reversing this trend with an original creative idea. Everything was on the table, a wide open brief with the basic instruction to take on mayonnaise (the dominant category leader).

Our objective was sales, we were only interested in moving jars. We endeavored to do this by producing a creative activation with the goal of getting one billion free impressions.

Idea

Our task was to get Americans to choose Miracle Whip over the dominant condiment category leader mayonnaise. We wanted to show off how we were tangy and fun, while mayo was bland and boring.

So we went to the town of Mayo, FL (yes it's a real town) and convinced them to change their name to Miracle Whip, FL. The mayor held a formal town announcement, we threw a big BBQ party for the locals, and even renamed their world famous water tower.

Strategy

Our driving insight was that most Americans choose mayonnaise over Miracle Whip.

Our key message, and the name of our documentary that covered this stunt, was #NoMoreMayo.

The target audience was anyone with taste buds. We reached them mainly through the earned media push, but also created organic social content, one-to-one engagements on social media, and produced a short documentary about the total experience.

Execution

To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks.

After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower!

We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today.

Outcome

To say the least, the results were tangy.

With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.

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