- Kraft Real Mayo conducted an experiment to see if expressing love for mayonnaise can boost appeal on the dating scene, per details shared with Marketing Dive.
- For “Swipe Right for Mayo,” the condiment marketer created similar profiles for a similar person on a dating app, with one displaying mayonnaise prominently and the opposite mayo-free. It then got to swiping in areas including New York, Los Angeles and Miami.
- The mayo enthusiast option received a 74% increase in matches and a 16% increase in first messages received, per the Kraft Heinz brand. Now it’s opening its Instagram direct messages to consumers 18 and older to help them “mayonize” their dating profiles with latest bios and by photoshopping the spread into photos.
Mayonnaise can be divisive on the dining table, but can it help someone find love? Kraft Real Mayo’s latest marketing experiment indicates “yes,” which is possibly as much of an indictment of a dating app scene overrun with drained, samey profiles because it is a booster for the condiment category. The effort was developed with agency The Kitchen, with media support from P57.
Along with securing more matches and first messages, mayo enthusiasts in Kraft Real Mayo’s tests received smoother, higher-quality pick-up lines, according to the discharge. The brand wouldn’t disclose what app was used for “Swipe Right for Mayo,” but emphasized it’s one in every of the better-known platforms in the present landscape. The “swipe right” terminology was popularized by Tinder, though other apps have adopted the format where people can select whether or not they’re desirous about one other user with a swipe of their finger.
Kraft Real Mayo is promoting the light-hearted campaign ahead of National Lover’s Day on April 23 with videos on TikTok and Instagram espousing how mayo can grow one’s romantic appeal. It can be offering to help consumers revamp their very own profiles with some mayo-themed flare, a stealthy way to spread user-generated content on dating platforms that typically aren’t conducive to the format.
The concept was inspired by the concept differing food tastes can be a deal-breaker for some couples. Kraft Real Mayo cited a poll that found 14% of individuals would end a latest relationship over mismatched palettes. That insight might lead one to assume that something as controversial as mayo is a no-go, which “Swipe Right for Mayo” seeks to disprove. Kraft Real Mayo has steadily embraced the condiment’s contentious qualities to position itself around a way of foodie tribalism.
“We select to revel with our fans, and [‘Swipe Right for Mayo’] takes that revelry to the subsequent level with a social experiment designed to test if our mayo freaks are literally more dateable,” said Frances Sabatier, brand manager at Kraft Real Mayo, in an announcement. “Not only did we enjoy conducting this hilarious and lighthearted social experiment, but we loved that the outcomes proved our hypothesis.”
Kraft Real Mayo has ramped up its promoting initiatives in recent times to stay competitive with rivals like Hellmann’s, which has had a greater presence at marquee promoting events including the Super Bowl.
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