Duke’s Mayonnaise

Duke’s came to us in 2020 looking for a work that would spur the growth of this 100-plus-year-old brand which was struggling to gain traction in markets where Hellmann’s and Kraft dominated. Taking the brand’s rich Southern heritage and a surprising flavor profile, we built our campaign on the platform of being the only mayonnaise to feature a “twang.” It was an instant hit. Since the campaign launched, “Duke’s. It’s Got Twang!” has been applied to all the product lines that carry the Duke’s name, including flavored mayonnaises, sauces, dressings, and mustards. Sales of all have rocketed.