Match hooks up with Mojo Supermarket in anticipation of 'summer of love'
Mojo Supermarket and Match got hitched. The New York-based agency has won the online dating app's account after a review that lasted a few months.
Mojo will help Match develop long-term brand positioning and launch a creative platform that will run across all its channels as the brand gears up for what Match’s VP of Brand Ayni Raimondi, is calling “the summer of love.”
“It’s no secret that singles are ready to get out after being cooped up all year," Raimondi said. “After more than a year of being distanced, singles are craving connection, and we anticipate more folks on more dates than maybe ever before. And it’s likely going to be a summer of some flings, but we’re excited for a summer of love.”
Nationwide estimates show that more than 1-in-4 Americans are now fully vaccinated against COVID-19 and the bulk of states are due to cross the 50% immunization threshold by mid-June.
However, Raimondi is anticipating, like other dating app brand executives, that people will be looking to find “something meaningful” as she says, after they had time to come to realizations about their priorities and what they want in a partnership.
Match, which hired design agency Collins to rebrand its logo earlier this year, is also looking to evolve its brand with Mojo's help to reshape the cultural conversation around online dating.
“Having an opportunity to reshape this iconic brand and get people talking about it once again, is one our creative team is very psyched about,” Mo Said, founder and creative chief of Mojo Supermarket said in a statement. “Right now, there’s a large group of people that feel alienated not just by dating apps, but in a weird way, by the culture of young love itself. So this isn’t just an opportunity to change the way people think about Match, but to change the way culture thinks about dating itself, and give Match a meaningful point-of-view in culture.”
Recently, the dating brand, which is over 25 years old, enlisted the help of Ryan Reynolds, who and his agency, Maximum Effort, to create one of last year’s more memorable spots which hilariously depicted Satan finding his perfect match on the dating app with a girl called 2020. As part of the campaign, which ran across all social channels, Match even created Match profiles for both characters.
The “Match Made in Hell” campaign was successful, and earned a "strong return,” Raimondi commented, as Match hopes to work with the agency again. Reynolds is also a board member of Match Group, the parent company that owns brands like Match, Tinder, and OkCupid.
According to Raimondi, Mojo is the right partner for the brand to help it connect with today’s singles through both “traditional and less traditional executions.”
“It’s the perfect time for us to establish our brand position and show up in new and engaging ways,” Raimondi said. “We selected Mojo Supermarket, not only because they are a fantastic creative partner, but also because of their strategic chops.”