Miracle Whip: Mayo No More

Role: Senior Art Director, Campaign Lead

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Project Overview:
Over a billion impressions. A Silver Cannes Lion (VaynerMedia’s first!). Bigger budgets and bigger projects rolling in. Miracle Whip wasn’t just a campaign—it was a cultural moment. The brand came to VaynerMedia looking to reverse a -4% sales decline, and we gave them something no one could ignore: a 90-day creative blitz across digital channels that redefined what a condiment could do.

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The Big Idea:
We leaned into Miracle Whip’s polarizing reputation and built a campaign that took sides—anti-mayo, pro-bold, unapologetically quirky. The crown jewel? Renaming the town of Mayo, Florida, to Miracle Whip, sparking a media frenzy and turning a stunt into a storytelling masterpiece.

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Creative Strategy:

• Unrelenting Creativity: Created and launched daily content, from punchy motion graphics and e-commerce ads to guerrilla marketing stunts and influencer collaborations (hello, Baby Tate!).

• Hyper-Specific Targeting: Leveraged Facebook’s targeting tools to zero in on Miracle Whip’s core and lapsed consumers, ensuring every asset hit the right audience.

• Content Diversity: From a rap song to cocktail videos and a mini-documentary, we pushed boundaries while keeping every piece on-brand.

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Execution Highlights:

• Directed creative for the Mayo, Florida campaign, turning a bold idea into a fully realized production with massive reach.

• Managed the creative assets across all digital and social channels during the 90-day takeover, ensuring consistent quality and impact.

• Collaborated closely with the Miracle Whip marketing team to test and adapt content in real-time, maximizing engagement and driving sales.

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Results:

• 1 Billion+ Impressions: The campaign captured attention globally, dominating conversations on social and traditional media.

• Silver Cannes Lion: VaynerMedia’s first-ever, opening the door to more ambitious projects and bigger budgets.

• Sales Turnaround: Shifted the narrative and helped reverse the brand’s declining sales trajectory.

• Agency Evolution: This campaign set a new standard for creativity at VaynerMedia, inspiring agency-wide adoption of agile, high-volume content production.

 

​Why It Matters:
This wasn’t just about Miracle Whip; it was about showing what bold creative, relentless execution, and smart strategy could achieve. The results didn’t just elevate the brand—they helped transform the agency, proving the power of taking risks and thinking big.