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 www.WHIPWEAR.shop

⁃ 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.

 

Campaign

To spread flavor to all things bland, Miracle Whip renamed a Florida town named Mayo.

 

Results

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.

 

Awards

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:

mw-computer-mock.gif

WhipWear.shop shopify store

We invented a cocktail that went viral

Spotify Song Collaboration

Various Facebook Posts 

devild eggs to walmart.gif
burgertower gif.gif
jar lobster roll.gif
irong grilled cheese.gif
make it tangy fb.gif
Screen Shot 2018-12-18 at 11.03.34 AM.pn