Miracle Whip- Miracle Whip, Fl

Challenge
The brand's awareness (and sales) have declined​​​​​​​ as consumers' tastes and preferences have changed.

Campaign
To spread flavor to all things bland, Miracle Whip renamed a Florida town named Mayo.

Results
The story of Mayo, FL becoming Miracle Whip, FL earned over a billion impressions, landing on the cover of USA Today and all over 450 other news outlets. The coupling of the momentum of this project along with DR marketing led to an untick in sales growth for the first time in years.

Time Magazine Link
AWARD: Silver-Cannes Lion, 4- Shortlists