As part of its brand refresh, Kraft Mayo introduced the “Mayo of Mayonnaise” platform, representing the brand’s clear choice to play into and against the strong feelings people have about mayo. As part of its efforts to double-down on the polarizing nature of mayo, Kraft Mayo launched Kraft Mayo Readings. We dove headfirst into a new controversial cultural debate – this time around astrology. Launching alongside Mercury in Retrograde, Havas Formula launched an integrated earned media strategy alongside a paid influencer program, identifying and engaging with TikTok and Twitter influencer partners to create campaign content and to amplify our earned media results. The posts created an initial wave of hype to drive awareness and encourage users to submit their own mayo spreads.

155M Impressions

36 Placements

41% of Media Featured Kraft Mayo in the Headline