DUKE’S MAYONNAISE | Familiar Creatures Internship (Live Client)
Welcome to Duke’s Country
MY ROLE: Account & Strategy
Research
Creative Briefing
Project Management
Client Management
BACKGROUND
Duke’s Mayonnaise is a beloved Southern staple. Its die-hard fans go to extreme lengths to show their devotion to the brand, from elaborate tattoos to Duke’s jar urns. This fandom inspired a place called Duke’s Country, where fans are celebrated and newcomers welcomed.
WELCOME TO DUKES COUNTRY :30 SPOT
THE ASK
Amplify the launch of Welcome to Duke’s Country,the biggest campaign in Duke’s Mayonnaise history.
THE CHALLENGE
Despite its devoted fandom, with private labels gaining traction and Hellmann’s leading in both media spend and market share, Duke’s needed a way to let travelers within the mid-south and southeast regions know they’re in Duke’s Country!
THE INSIGHT
Duke’s Mayo’s best spokespeople are its fans.
Duke’s stans getting “branded.”
THE IDEA
“Welcome to Duke’s Country” merch.
THE MAYO MERCH
We produced “Welcome To Duke’s Country” merch so that Duke’s fans could help us welcome others to join them in Duke’s Country.
House & Garden Flags
Car Magnets
Door Mats
VIRGINIA IS FOR MAYO LOVERS
What better way to welcome folks to Duke’s Country than with welcome mats in welcome centers?!
I connected with another true Duke’s Mayo fan at the Virginia Tourism Corporation, and together, we arranged for custom 4’x6’ “Welcome to Duke’s Country” entrance rugs to be placed in Virginia's Welcome Centers , which see 35 million visitors every year.
WTDC entrance rugs in Virginia Welcome Centers
MEASURING SUCCESS
The Welcome to Duke’s Country merch intends to spread the word about Duke’s Country and inspire new customers to try it’s beloved mayo.
KEY PERFORMANCE INDICATORS
Merch Sales Volume: Track the number of items sold to measure direct consumer interest and engagement.
User-Generated Content (UGC): – Measure the number of fan photos or posts featuring the merch to assess consumer engagement.
Brand Awareness Lift: Use surveys or social listening to gauge any increase in brand awareness linked to the campaign.
Trial Among New Customers: Track the number of first-time buyers of Duke’s Mayonnaise influenced by the Welcome to Duke’s Country merch.
Activation Participation: Track the number of people interacting with the campaign at welcome centers.
MADE BY
Agency: Familiar Creatures
CD: Dustin Artz
Art Director: Sarah Wallace Carr
Art Director Intern: Bailey Wood