Silver
Use of Social Media & Influencers
Foods
| 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:
We invited real-life online mayo haters to participate in a unique taste test experience, where they were served various foods with a condiment that was described as NotMayo. After tasting, their reactions showcased the genuine disgust as they realized the similarity between NotMayo and the real thing.
Using the universally relatable humor of watching others suffer, the campaign drew attention to NotMayo, sparking conversation and engagement within the target audience.
We started by using the social media platform where it's popular to hate mayo, Reddit, and put out a casting call, inviting mayo haters to try a “new” product. We then turned a simple taste test into a unique brand experience, where our mayo haters unknowingly tried NotMayo.
Their reactions were priceless as they realized it tasted just like traditional mayo. We captured these moments and turned their pain into content online and on social, targeting mayo-hating communities and food enthusiasts.
The campaign gained momentum through influencer partnerships and organic sharing, reaching a wide audience. This immersive approach drove trial and awareness of NotMayo as a compelling alternative in the condensed condiment market.