While our campaign made its biggest impact online, in-print, and at store shelves, at its core it was a real-world event meant to be experienced on the ground. Most of our efforts were invested into creating a story specifically for the residents of Mayo, Florida (it just so happened to front page news for the rest of America!).

The situation? Kind of dire. Miracle Whip had experienced 12 years of declining sales, and despite being a well-established brand with a loyal following, it was losing relevance (especially with younger generations).

The brief? Basically convince consumers to choose Miracle Whip over mayonnaise by any (legal) means necessary.

Objectives? Sell more Miracle Whip. Also, sell more Miracle Whip. And, if possible, to sell more Miracle Whip.

It started with a simple question on a late Friday night. "Are there any towns named Mayo? It would be fun to do something there."

10 seconds, and a quick Google Maps search, later we found the small town of Mayo, Florida. And it hit us.

We decided to do something as bold and tangy as Miracle Whip's flavor and to change the officially bland name of Mayo, FL to Miracle Whip, FL.

We put Miracle Whip back on the map, by taking Mayo off it.

Miracle Whip has a core, loyal following of consumers who mainly inherited their condiment preferences from their parents. Our challenge was to broaden Miracle Whip consumption amongst basically anyone with taste buds.

So our approach mirrored our challenge, we wanted to go broad and go national. Despite being a hyper-localized activation, our desire was to do something the nation would talk about. In a way, our initial target was the front page of USA Today and digital sites like BuzzFeed. Given our limited budget, we were relying on earned media and social conversation to deliver the results.

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.

To say the least, the results were tangy.

With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.