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kate@familiarcreatures.com
From elaborate tattoos to pounding mayonnaise on live TV, people show their devotion to Duke’s Mayo in head-turning ways. For Duke's, we know fandom was our secret weapon. We also knew that loads of people unfamiliar with the brand were migrating into Duke's territory for cost of living purposes. Additionally, the brand was expanding distribution outside of the south.
So we set out to welcome our quirky family. To a place we call Duke’s Country. In Duke’s Country, our fans proudly claim residence and let their freak flags fly, and hopefully induce more FOMO along the way. “Welcome to Duke’s Country” is a full-funnel brand marketing campaign. And for all intents and purposes, it operates like a tourism campaign for the wide world of Duke’s mayonnaise, welcoming newcomers to a growing market, and a growing family of brand-loyal fanatics.
BRIEF:
We were asked to create a :30 radio spot that would play throughout Duke’s market. And while we made that spot, we thought we could go a step further to welcome all these folks to Duke's Country—which at the time spanned from Washington, DC to Austin, TX.
So we asked ourselves, what if we created a Duke's Country song you could listen to as you drove from the District of Columbia to the Republic of Texas? And how long would it take you to drive that far?
23 hours.
That was our challenge: How could we make a 23 hour song that was all about Duke's Mayo? One that could keep you company as you drove the highways and byways of the Mid-Atlantic, Southeast and Texas of the United States of America?
Welcome to the Duke's Country Song.
CREATIVE IDEA:
It's a song about Duke's Mayo.
And the land it's from, Duke's Country.
Including but not limited to mayo culture, mayo ambassadors, mayo recipes, mayo beliefs, mayo thoughts, mayo ......
And more. For 23 hours straight.
EXECUTION:
You see, Duke’s Mayo uses no artificial colors or flavors, so we used no artificial intelligence to make this song. Sounds crazy? Maybe. But not as crazy as the love some people have for Duke’s Mayo. We made a fully original composition with nearly 1,000 verses, shoutouts to some 15,000 cities and towns, recipes, coupons, jam sessions, dozens of instruments (including kazoos), literally thousands of hours, and a 140 word coupon code.
It took dozens of client approvals, dozens of recording sessions and hundreds of man hours. All for a mayo brand.
We’re proud of the monthly listeners on Spotify. The many folks at Kroger grocery stores who’ve heard the song over the loudspeakers there and for helping Duke’s become the Fastest Growing Mayo Brand and now the 2nd largest in the market, surpassing Kraft in the process.
The Duke’s Country Song is our loudest and longest way to welcome folks to Duke’s Country.
