Duke’s Mayonnaise welcomes a newbie to ‘Duke’s Country’ in new campaign

When you’re a cult favorite brand, you can let your loyalists do some of the legwork.

This is certainly true of Duke’s Mayonnaise, the mayo brand that has a curious grip on its legion of fans, who’ve been known to get Duke’s tattoos and even request that their ashes be stored in a Duke’s jar.

The Sauer Brands product has now released an ad campaign from agency Familiar Creatures that leverages such loyalty, with a 30-second spot featuring a newbies who’s recruited into the fold by a knowing fan. The two become fast friends and embark on a cartoony shared life of Duke-dom.

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

The theme is “Welcome to Duke’s Country.” The spot will run in social, streaming and digital, including ESPN, Disney+ and YouTube. It will also feature prominently during the Duke’s Mayo Classic on Sept. 7, which will be broadcast on ABC’s Saturday Night Football. (The game’s winner traditionally gets a Duke’s bath instead of a Gatorade bath.) 

There is also an out-of-home component, as well as new merch available on a new Duke’s Country site, including welcome mats, mayo-themed home goods, etc.

“We really wanted this campaign to shine a light on our die-hard supporters and their crazy antics,” said Rebecca Lupesco, Duke’s brand manager. “When people see the lengths that our fans go to show their loyalty, it’s bound to turn new heads. This is our invitation for anyone who might be curious about what it’s like to be part of the Duke’s family to come join us because it’s a pretty cool place to be.”

“From the Duke’s Mayo Bowl to food media accolades and partnerships with Dollywood, Duke’s Mayo is becoming less of a secret,” said Dustin Artz, co-founder of Familiar Creatures. “Our mission was to welcome new fans to the fold with something memorable and heartwarming, but with the boldness you’d expect from such a disruptive brand. Duke’s Country does exactly that—giving fans a rallying cry that we’re really excited about.”

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