Duke’s Mayonnaise

February 25, 2010 by Chris · Leave a Comment 

Dukes Mayonnaise fence banner

Challenge:

Duke’s Mayonnaise is a regional brand with its roots and distribution in the Southeast for over 90 years. With smaller budgets than its large CPG competitors, Duke’s was looking for a promotional campaign that could impact multiple layers (consumers, trade customers, employees, public relations, etc.) while leveraging the brand’s wholesome family essence. This Southeastern staple needed a hook that could help demonstrate Duke’s support of key Southern communities, while also stimulating trial and purchase of the brand.

Solution

Duke’s primary selling season (and biggest opportunity) occurs over the summer months. Looking to capitalize upon summertime family fun and hometown favorites, Minor League Baseball sponsorships were the perfect answer for Duke’s on many levels. Combining multiple factors (Duke’s key markets, targeted retail customer presence, popular and cooperative teams), Sports Strategies aligned Duke’s with 14 Minor League Baseball teams throughout the Southeast. These sponsorships delivered strong branding (Duke’s Picnic Area, outfield fence signage, radio, etc.) opportunities to the family audience as well as the chance to let consumers even get Duke’s from the concessions stands and enjoy it’s smooth and creamy taste while they’re watching the ballgames. Duke’s Family Nights helped add-value to the brand by offering free tickets to consumers who purchase the brand at retail. Most importantly, these sponsorships all were leveraged with key retail customers by offering co-branded sponsorship assets in exchange for incremental merchandising activity.

Results

While this was a Minor League Baseball program, it delivered Big League results for Duke’s. The brand was effectively able to use these sponsorships to become a visible supporter of these teams that are such an important part of their local community. As a result, Duke’s was able to inexpensively make the desired impact in key target markets, with its targeted customers and activate during its peak seasonal period.

Duke’s Taste Tour

February 25, 2010 by Chris · Leave a Comment 

Dukes taste tour trailer

Challenge

Duke’s Mayonnaise is a Southeastern regional brand and has an impressive share in its core markets. Quite simply, Duke’s Mayonnaise tastes better than the competition. Focus groups have shown that if we can get people to sample the smooth and creamy taste of Duke’s, they’ll make the switch from their current brand and put Duke’s in their kitchen. The challenge was to help introduce Duke’s to new consumers and gain penetration in to growth markets.

Solution

To grow the brand, we needed to reach consumers in targeted opportunity markets. Cross-referencing a list of desirable markets, Sports Strategies created a mobile sampling tour that leveraged Duke’s involvement in major sporting events (NASCAR races, SEC Football) as well as heavily attended community events such as festivals, fairs, women’s shows and the like. These sponsorships helped to build brand equity, but most importantly they created the opportunity for people taste foods made with Duke’s, take home samples and learn more about the brand. In addition to attending these large events, the Duke’s Taste Tour also visited local retailers and impacted consumers at their point of purchase.

Results

To date, the Duke’s Taste Tour has visited dozens of major community events introducing the brand to new markets, new consumers and influencing key retailer customers. During an average 10 week span, we’ll distribute approximately 60,000 wet samples so consumers can sample Duke’s taste on the spot. We’ll also distribute up with 200,000+ mini-jar samples and coupons so they can try Duke’s in their own kitchen and save when they go to buy it in the store. The Duke’s Taste Tour has been such a success that it has hit the road for four consecutive years.