Role: Social Strategy, Influencer/Creator Strategy, Comms Strategy
Ask: Develop a creative way to launch NotCo’s plant-based mayo alternative that will resonate across North America.
Opportunity: Approximately 20% of Americans hate Mayo.
So, instead of telling everyone our product tastes exactly the same as the animal-based product, as everyone else does…
We used the power of hate.
Because if you hate mayo, you’ll hate NotMayo.
Approach: To showcase the flavor accuracy of NotMayo, we orchestrated a social experiment enlisting the biggest Mayo Haters we could find to hate-test NotMayo.
The results speak (or gag) for themselves.
Results:
220x increase in social engagement.
78% of the sentiment towards the hate was overwhelmingly positive
14% increase in purchase intent
96% increase in brand trust
99.2% of mayo haters despised NotMayo with 0.8% haters liking it. All to reinforce our message: if you hate mayo, you'll hate NotMayo.
Awarded 1 Gold Cannes Lion, Shortlisted for 5