Creative Social Media Pitch for Duke's Mayo
72 hours to develop an almost nonexistent social media presence for a sandwich spread. Easy...
Client
Brand Reps and Familiar Creatures briefed us on exactly what was needed and expected.
This also came with brand guidelines that were very specific to what we could and couldn't do.
The Problem
Duke's wanted a social media presence on Tiktok and their target audience was to be Southern minded Millennials. Being that most Millennials don't use Tiktok we knew we would have to create something versatile.
Getting in the Weeds with Duke's
Research was the next step and we went for this with field study and secondary research. The team went to local grocery stores and observe those who purchased Duke's and asked quick questions. Also we did a deep dive of Duke's website to find anything interesting.
The Truth About Duke's
We found that when talking with people about Duke's Mayo they only mentioned one use for the spread and that was for sandwiches. Although that is why most people buy the mayonnaise, we found on Duke's website many different recipes and uses for the mayo. Chocolate cakes to cookies, the possibilities seemed limitless.
Building an Execution
Our goal for the execution was to show a versatile product like Duke's Mayo capabilities and some of those uses may be surprising. Our inspiration was shows like "Is it a cake" and "Man on the street" that captured people's real reactions
The Execution
Our final product was a series of TikTok videos that had people on the street tasting cookies and biscuit and guessing what the secret ingredient was. It was Dukes's Mayonnaise
Results
This was a competition hosted by VCU's AdClub called Robertson Rush. My team placed 2nd for our creative
Credits
Strategy
Strategy & Creative Direction
Art Director
Copywriter
Emma Hartley
Tony Ward
Samantha Dayao
Blake Carlson