Kraft Heinz and The Not Company Unveil Hilariously Bold Campaign for NotMayo
In an exciting development since their joint venture began in 2022, Kraft Heinz and The Not Company have launched their first collaborative creative campaign. This humorous and unconventional video campaign aims to demonstrate just how indistinguishable their plant-based mayonnaise product, NotMayo, is from the real thing—even to those who despise mayo.
An Unconventional Approach to Marketing
Created by the innovative agency Gut, the campaign takes a fresh and daring approach to product marketing. Instead of focusing on consumer enjoyment, it highlights consumer disgust. The key participants in this video are self-professed haters of mayonnaise, who were brought in as a test group to sample burgers and sandwiches topped with NotMayo.
The Big Reveal
Before tasting, participants were assured that the white condiment on their food was not traditional mayonnaise. The camera captures their reactions as they take a bite: grimacing, gagging, and spitting out the food in disgust. Each participant was convinced they had been tricked into eating actual mayo, blaming the overwhelming taste of mayonnaise for their adverse reactions.
Proving a Point Through Disdain
The brilliance of this campaign lies in its reversal of expectations. By showcasing that even “mayo haters” find NotMayo repulsive, it drives home the point that this vegan alternative mimics the taste, texture, and feel of traditional mayonnaise remarkably well. One participant’s reaction encapsulated the campaign’s success: “Why do I care if it’s the exact same thing?” he asked after discovering he had been eating plant-based mayo.
Tapping into Consumer Reality
“Approximately 20% of Americans dislike mayonnaise; we felt showing hatred towards the condiment tapped into a consumer reality that many can relate to,” said Dean Paradise, Executive Creative Director at Gut, in an interview with Campaign US. He added, “This campaign showcases NotMayo’s striking resemblance to the traditional condiment as the deep disdain remains for the true mayo haters.”
Engaging and Interactive
The campaign video is set to air online and across various social media platforms. To boost engagement, it includes a call to action inviting viewers to tag a mayo hater in their life. Those who participate can receive a 50% off coupon to try NotMayo, further encouraging interaction and trial of the product.
Conclusion
Kraft Heinz and The Not Company have taken a bold and humorous step in their first joint creative campaign. By flipping the script on traditional marketing techniques, they have created a memorable and impactful way to highlight the authenticity of NotMayo. This campaign not only entertains but also cleverly communicates the product’s key selling point: its uncanny resemblance to real mayonnaise, even to those who can’t stand the stuff.
