Gold
Creative Strategy
CPG/FMCG
| Entrant: | GUT, Miami |
| Brand: | NotMayo |
| Title: | "Mayo Haters" |
| Corporate Name of Client: | The Kraft Heinz Not Company |
| Client Company: | The Kraft Heinz Not Company, Chicago |
| Chief Marketing Officer: | Louise McKerrow |
| Client Company Director NA Brand PR & Media Relations: | Jenna Thornton |
| Client Company Associate Director, Marketing: | Danielle Watts |
| Client Head of Brand Marketing: | Perri Gordon |
| Senior Client Brand Manager: | Kate Mitchell |
| Client Company VP, North America Brand Communications: | Nina Patel |
| Client Company VP, Brands and Creativity: | Jessica Vultaggio |
| Client Company Associate Brand Manager, Marketing: | Alexandria Anderson |
| Client Company Advisor, NotCo: | Fernando Machado Fernando Machado |
| Agency: | GUT, Miami |
| Agency Chief Executive Officer: | Sandra Alfaro |
| Agency Creative Chairman: | Anselmo Ramos |
| Chief Creative Officers: | Ricardo Casal/Juan Javier Peña Plaza |
| Executive Creative Directors: | Dean Paradise/Bruno Mazzoti |
| Associate Creative Directors: | Daniel Jaramillo/Sofia Rosell |
| Creative Consultants: | Robison Mattei & Will Sands |
| Agency Head of Production: | Renata Neumann |
| Agency Senior Producer: | Stephanie Schmalbach |
| Agency Producer: | Emma Giorelli |
| Agency Project Managers: | Melissa Rodriguez/Flor Muller |
| Agency Chief Content Officer: | Pedro Porto |
| Agency Brand Strategists: | Maria Fernanda Perez/Syed Abidi |
| Agency Account Executive: | Andres Camacho |
| Agency Account Supervisors: | Diana Hernandez/Carolina Perez |
| Agency Group Account Director: | Monique Beauchamp Estrella |
| Agency Account Director: | Katheryn Batista |
| Agency Head of Resourcing: | Junia Parodi |
| Agency Creative Development Manager: | Hannah Snitcovski |
| Agency Head of Brand Leadership: | Joselyn Bickford |
| Production Company: | Division 7 |
| Production Company COO: | Andrew Colon |
| Production Managing Directors: | Kamila Prokop/David Richards |
| Director: | Bob Chappell |
| Production Company Director Assistant: | Pei Chiu |
| 1st AD: | Todd Lent |
| Executive Producers: | Kamila Prokop/David Richards |
| Producer: | Gillian Altman |
| Line Producer: | Jone Dawes |
| Head of Production: | Alex Hughes |
| Production Company Production Supervisor: | Dannikke Walkker |
| Production Company Production Designer: | Ron Beach |
| Production Assistant: | Kelly Lamb |
| Production Company HMU: | Tiffany Suzuki |
| Production Company Wardrobe: | Lindsey Meyer Clough |
| Production Company Food Stylist: | Joe Celis |
| Post-Producers: | Sofia Saint Genez/Marvin Aguado |
| VFX Editor: | Nico Cragnolino |
| Edit Facility: | Cosmo Street Editorial |
| Edit Facility Managing Partner / Executive Producer: | Yvette Cobarrubias |
| Edit Facility Executive Producer: | Idalia Deshon |
| Edit Facility Head of Production: | Tina Evanow Wolske |
| Editor: | Lorenzo Bombicci |
| Assistant Editor: | Philip Gomez |
| Sound Mixer: | Sam Merkin |
| Music Production Company: | Animal Music, Miami |
| Music Executive Producer: | Alberto Farinas |
| Music Composer: | Deniz Atkas |
Description:
When it comes to plant-based foods, the most traditional approach is to promise consumers that "it will taste just like the real thing!"
You see this strategy applied again and again, to the point where consumers don't believe it anymore. But NotCo isn't a traditional plant-based company. To get people to pay attention, it subverted the expectations of viewers, consumers, and competitors all the same.
Not by presenting NotMayo as a product you'd love, but as a product you'd hate. Wait, what?
As a new product, we needed to drive trial. But how could we convince doubters to try it? All other plant-based mayo brands were screaming for attention, saying the exact same thing: "it's just as good as the real thing." Makes sense, given that the number one barrier for trial is taste.
But it stops making sense once you realize that consumers don't believe it anymore. Research shows that once consumers are disappointed by plant-based alternatives, they rarely come back to them.
So, if presenting our product as great tasting wasn't enough, how could we break from the mold? NotCo is not the company you expect. NotMayo is not the product you expect. It was only natural that the launch campaign had to be unexpected too.
Instead of tapping into the love for mayo, we did just the opposite: we tapped into mayo hate.