This activation was rooted in PR from the very beginning. We had next to $0 in paid media available, so we knew we had to produce something worthy of media attention to achieve success.

A kind description of the situation would be, "not great." Miracle Whip is an established brand, but it has been losing relevance. Sales were entering their twelfth straight year of decline.

We were tasked we reversing this trend with an original creative idea. Everything was on the table, a wide open brief with the basic instruction to take on mayonnaise (the dominant category leader).

Our objective was sales, we were only interested in moving jars. We endeavored to do this by producing a creative activation with the goal of getting one billion free impressions.

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 were going to put Miracle Whip back on the map, by taking Mayo off it. We hoped this fun and quirky idea would resonate with as broad a target as possible. Since we had only a few weeks to turn around a decade of declining sales, our target was basically every American.

Our driving insight was that most Americans choose mayonnaise over Miracle Whip.

Our key message, and the name of our documentary that covered this stunt, was #NoMoreMayo.

The target audience was anyone with taste buds. We reached them mainly through the earned media push, but also created organic social content, one-to-one engagements on social media, and produced a short documentary about the total experience.

Our PR team briefed established media contacts on the story in the days leading up to the activation. We achieved coverage on the day of the stunt, which led to the story going viral and receiving pick up in over 400 publications in the days the followed.

This activation, with close to $0 in paid media, generated over one billion impressions. We were covered in over 400 publications, including a mention on the front page of USA Today. All coverage was overwhelmingly positive and fun.

More importantly, for the first time in 12 years the brand achieved a positive sales lift.

The PR campaign was a tremendous success, while Miracle Whip already had high awareness, this allowed us to be top-of-mind for the period of the campaign. The results were clear at the bottomline, we achieved a sales lift for the first time in over a decade. But we also had some great impressions metrics, including coverage in over 400 publications and over one billion impressions.