Duke’s Mayo. It’s the greatest thing to happen to sliced bread and it’s beloved down South—to extreme degrees. From elaborate tattoos to pounding mayo on live TV, people show their devotion to Duke’s in fascinating ways. Through social listening, we found that 80%+ of mentions were positive towards the brand. And category leader Hellmann’s? A whole lotta indifference, with 50% having negative opinions.

We knew fandom was our secret weapon.

Our Challenge

Over the past four years, this part of the country has seen all kinds of folks from all over move in. Whether to work remotely, “settle down,” or get closer to family, there’s been quite the migration to the 12 states Duke’s occupies. How could Duke’s recruit these newcomers to our mayo? To our culture, our family…our country?

Our Idea

After much pondering, we gathered around an idea that was all about gathering around a place. A place called Duke’s Country.

In Duke’s Country, our fans would be able to proudly claim residence and let their freak flags fly, and hopefully induce some FOMO along the way.

A Welcome Wagon,
Full of Creative

So we got busy, rolling out the welcome mat for the new campaign—quite literally—as we made welcome mats for state Welcome Centers within Duke's Country. With everything from Social and Digital to Out of Home, Radio, and Tourism, Welcome to Duke’s Country quickly became the biggest campaign launch in the brand’s history.