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Earlier this year, a relatively unknown mayonnaise brand became the title sponsor of a college football game and ended up going viral.
Outlined a couple reasons why it’s an incredible sponsorship story.
Outlined a couple reasons why it’s an incredible sponsorship story.
The sponsorship was announced in the middle of a pandemic, so the brand created a simple launch video with NFL player @LukeKuechly.
The approach worked and within an hour, Duke’s website crashed.
Not as relevant, but Kuechly ate 20 sandwiches for the announcement.
The approach worked and within an hour, Duke’s website crashed.
Not as relevant, but Kuechly ate 20 sandwiches for the announcement.
Duke’s also partnered with @HomefieldApparl to sell shirts, with proceeds going to a local food bank.
The brand asked for receipts and selected some fans to become “Official Mayo Ambassadors” for their country.
The whole launch generated 2.8 billion social impressions.
The brand asked for receipts and selected some fans to become “Official Mayo Ambassadors” for their country.
The whole launch generated 2.8 billion social impressions.
As game day approached, images of a branded cooler on the field showed up online. Fans loved the idea of the winning coach getting drenched in mayo and we have already seen french fry baths and Cheez-It baths — so why not?
The mayo bath never happened but it did build hype.
The mayo bath never happened but it did build hype.
The Wisconsin Badgers ended up winning the Duke’s Mayo Bowl and while celebrating in the locker room, QB Graham Mertz accidentally dropped and shattered the trophy.
He later attempted to fix it by taping a bottle of mayo to the base and the internet loved the new trophy.
He later attempted to fix it by taping a bottle of mayo to the base and the internet loved the new trophy.
As a result, the Duke’s social team started asking fans to tape bottles of mayonnaise to household items to make their own Mayo Bowl trophies.
The results were hilarious.
The results were hilarious.
The brand brought back @HomefieldApparl to help them sell shirts of their new trophy.
This time, if they raised $50K for @shmetrolina, they promised to dump a cooler of mayo on the Homefield social manager’s head.
This time, if they raised $50K for @shmetrolina, they promised to dump a cooler of mayo on the Homefield social manager’s head.
Some Wisconsin fans were still hyped around winning their new trophy and started celebrating alongside the mayo sponsor.
They probably shouldn’t have. https://twitter.com/bhansonwaow/status/1344444590884085761
They probably shouldn’t have. https://twitter.com/bhansonwaow/status/1344444590884085761
With all that said, it looks like shelves at a number of supermarkets have been running low with Duke’s.
Not bad for a brand that was relatively unknown earlier this year.
Not bad for a brand that was relatively unknown earlier this year.
