Our task was to get Americans to choose Miracle Whip over the dominant condiment category leader mayonnaise. We wanted to show off how we were tangy and fun, while mayo was bland and boring.

So we went to the town of Mayo, FL (yes it's a real town) and convinced them to change their name to Miracle Whip, FL. The mayor held a formal town announcement, we threw a big BBQ party for the locals, and even renamed their world famous water tower.

To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks.

After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower!

We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today.