Working with Kraft Heinz, Vayner Media and the Miracle Whip marketing team tested a new concept: Give us the keys to all your digital channels, say ‘yes’ to everything for 90 days, and we’ll increase your sales. Long story short, it worked. In 90 days we created a handful of content each and every day from twitter posts that focused on that day’s cultural chatter to custom created images and videos driving sales directly to various Walmart in specific regions.
The biggest stunt in the 90 days was a complete town take over of Mayo, Florida, a real city with an unfortunately opportune name. We worked with the local governing officials and changed the name of the city without the residents knowing. This was captured in a documentary about the ridiculousness of it all earning over 2.6 million views. If you could watch one thing, I’d say it should be this video.
Our theme was anti-mayonnaise and we brought the tang, in tone and creative execution.
Some things we made were:
⁃ ‘No More Mayo’ Documentary
⁃ E-commerce site and Miracle Whip clothing a.k.a
⁃ Rap song collaboration - Spotify
⁃ Will it Drop? Facebook live - earning 800k unique impressions
⁃ Custom made cocktail videos - and yes the reviews were mixed.
⁃ Direct response Ads getting people into Walmart for purchasing
⁃ So many other things tapping all different digital and social channels.
Role: Sr. Art Director
No More Mayo - Town Takeover Documentary.
To spread flavor to all things bland, Miracle Whip renamed a Florida town named Mayo.
The story of Mayo, FL becoming Miracle Whip, FL earned over a billion impressions, landing on the cover of USA Today and all over 450 other news outlets.
The coupling of the momentum of this project along with DR marketing led to an untick in sales growth for the first time in years.
Winner, Cannes Lions International Festival of Creativity, 2019
Silver Lion, Brand Experience & Activation Lions, Guerilla Marketing & Stunts
Shortlists, Cannes Lions International Festival of Creativity, 2019
PR Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Food & Drink, 2019
Brand Experience & Activation Lions, Live Brand Experience Or Activation, 2019
Brand Experience & Activation Lions, Guerilla Marketing & Stunts, 2019
Winner, The Drum Marketing Awards US, 2019Best Advertising Strategy
Here is a sample of some of the things we created within those 90 days:
WhipWear.shop shopify store
We invented a cocktail that went viral
Spotify Song Collaboration
Various Facebook Posts