Duke’s Mayonnaise

Duke’s came to us in 2020 looking for a brand strategy and creative campaign that would spur the growth of this 100-plus-year-old brand that struggled to gain traction in markets where Hellmann’s and Kraft dominated. Made with no sugar, more egg yolk, and a touch of apple cider vinegar, Duke’s Mayonnaise delivers a creamier texture and distinctive tangy flavor that Southerners have come to swear by. So we built our campaign on the platform of being the only mayonnaise to feature a Southern 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. Most recently, Duke’s partnered with a Charlottesville brewery to launch a new craft beer, “Tailgate Twang!”