Much of Elevation’s work for Duke’s Mayonnaise is aimed at helping the brand extend into new markets across the United States. Yet there’s another important component to our partnership with this iconic company: reinforcing its brand position as a “Southern” tradition in core markets.
A targeted print campaign we created for Garden & Gun magazine captures the unique attitude of the brand, which still uses the same unique recipe that Eugenia Duke developed in Greenville, South Carolina in 1917. Likewise, our recent commercial celebrating Duke’s 100th anniversary is steeped in tradition. As Southerners know, Duke’s jars have historically been used for everything from storage containers for sewing supplies to homes for fireflies on warm summer nights. Our concept brings that heritage to life in a compelling way.
Simultaneously, Elevation created a new campaign for expansion markets that features Southern chefs extolling the virtues of Duke’s in their recipes. This integrated campaign extends to pre-roll, digital display and beyond—and has driven record-breaking results for the brand.