Duke’s Mayonnaise

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.