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.
The series of television commercials we developed features real Duke’s users, ranging from recognized southern chefs to everyday people who were identified through an integrated social media contest. Their passion for Duke’s shines through—and resonates strongly with audiences throughout the region.
In addition, 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.