How Rebecca Lupesco is growing Duke’s Mayonnaise through tattoos and football

Not many marketers can say they have a tattoo of their brand—but Duke’s Mayonnaise Brand Marketing Manager Rebecca Lupesco can make that claim. Duke’s, which has strong appeal in the Southeast, has tapped into regional cultural moments to build brand awareness and connect with super fans. One example: It held a pop-up tattoo event in Richmond, Virginia, where Duke’s is headquartered. Richmond is the third most-tattooed city in the South and has a large chef and restaurant community, with chefs being the second most-tattooed profession, Lupesco said. The event sold out in 90 minutes with more than 1,000 people wait-listed. Lupesco and her social media manager got their own ink before the event started as a way to capture content and give fans a sneak peek. Another idea was creating the brand’s first mascot, Tubby—a fan-named jar of Duke’s with some wild eyebrows and poor grammar. “Tubby’s creation came in tandem with our Duke’s Mayo Bowl sponsorship that started in 2020,” said Lupesco, referring to the annual college football bowl game. “The teams had mascots, so we thought we should too. He’s a little deranged, but we needed the mascot to do things for the brand that the brand itself couldn’t always do. He’s another avenue for a type of brand voice.” View this post on Instagram A post shared by Duke's Mayonnaise (@dukes_mayonnaise) Under Lupesco, Duke’s household penetration in the Southeast is up 2%, while the category overall is down less than 1%. The brand saw sales increase 30% in the 52 weeks ended Oct. 8, compared with the same period a year earlier, according to Circana data supplied by Duke's. “In some states, we have 50% of the market share, but in other places that can be less than 10%,” Lupseco said. “I think there is a lot of room in our backyard to grow that love and take it into different regions.” See all of Ad Age’s Breakout Brand Leaders here Which entrepreneur do you admire the most and why? Patagonia’s Yvon Chouinard—love his philosophy: “All decisions are made as if we’re going to be here 100 years from now.” What’s currently on your bedside reading list? I usually consume books through Audible and I’m an avid podcast listener, but my bedside reading list is reserved for hard copies only. I’m currently working through some classics that I haven’t read yet. Right now it’s James Baldwin’s “Go Tell It on the Mountain.” What is the best career advice you’ve gotten? One of my first managers always told me to sweat the small stuff. I don’t mean obsessing over every detail and losing the big picture, but just that the small stuff matters, too. Proof your work. Quality over quantity. Don’t settle for 99% when 100% is possible. Name one brand, other than the one you work for, that you admire. I’m currently a bit obsessed with Buc-ee’s. I visited my first one on a road trip to Charleston, South Carolina, this past summer and it was bloody wild. Cheap gas, clean restrooms, delicious food and amazing throughput. It’s like the Trader Joe’s of gas stations. What is your secret weapon for business success? Be empathetic. Listen deliberately. Hustle. Trust your gut. Not always in that order. See all of Ad Age’s Breakout Brand Leaders here

How Rebecca Lupesco is growing Duke’s Mayonnaise through tattoos and football

Featured Stories