Familiar Creatures

Duke's Mayo Begins New Partnership with Familiar Creatures


Challenger brands unite to disrupt the category


Yahoo! Finance | April 15, 2021


Duke's Mayonnaise has selected Richmond-based Familiar Creatures as its new agency of record, bringing together a 100-year old challenger brand and a newer ad agency startup who specializes in challenger brands.
For over 100 years, Duke's has been a household name in the Southeast, where the brand is a staple of many restaurants. In its core markets, the brand enjoys near cult-like status in a mayonnaise category that typically doesn't garner such devotion. Duke's self-identifies as an underdog, using unconventional and grassroots marketing to build meaningful relationships with its unique fan base.
"Duke's isn't your traditional 100-year old brand. And Familiar Creatures isn't your traditional creative agency," said Rebecca Lupesco, the Duke's Brand Manager of Mayohem. "We each consider ourselves challengers in our space, and, more importantly, we share a mutual trust and independent spirit that will allow us to create inspiration for the people who use and love our products."
Familiar Creatures launched in 2018 with a unique agency model after seeing holding company agencies lose business to in-housing and smaller projects. Their "fractional AOR" approach provides challenger brands like Duke's the same creative and strategic firepower they'd expect from a larger agency, augmenting internal marketing teams for as long as needed.

"We are thrilled to begin our new relationship with Duke's," said Dustin Artz, Co-founder of Familiar Creatures. "Their amazing story and passionate fans would make most packaged goods brands jealous."

The agency will work with Duke's to evolve its current campaign, "Duke's It's got Twang!," building brand awareness and converting more followers to the brand. Fans of Duke's can expect to see more on-the-ground activations in the near future as the brand expands to new markets in an authentic and relatable way, including the promotion of the Duke's Mayo Classic coming in September.


Read the full article on Yahoo! Finance.