Kraft Gives Mayo Brand a ‘Bold’ Makeover

Kraft is looking to spice up the lunchtime sandwich with a new celebrity-backed campaign for its line of flavored mayonnaises.

The effort for the Sandwich Shop brand, which kicked off with a 60-second spot during last night’s American Idol finale, stars HGTV Design Star judges Candice Olson, Genevieve Gorder and Vern Yip. TV spots, dubbed Tastemakers,” are set up in a makeover reality show format.

One 15-second teaser, for instance, opens with Yip approaching a couple that’s unbelievably “beige.” He then brings some color into the household by introducing Kraft Sandwich Shop Mayo in Chipotle to the couple and coaxing them, “Don’t be afraid to break out of your comfort zone.”

This is the first big ad push for the new line of mayonnaises, which started hitting shelves in March. They retail for $2.99 and come in four flavors: reduced fat Chipotle, Garlic & Herb, Horseradish-Dijon and regular Hot & Spicy.

The campaign, which also includes digital, is all about making sandwiches “delicious,” said Kraft brand manager Amy Monroe, echoing the company’s new tagline, “Make today delicious.” “Squeeze [our mayonnaises] onto your boring ham and cheese and you’ll have a delicious, new sandwich that’s restaurant inspired,” she said.

The target consumers for the new products—and ads—are women ages 35 to 54. These individuals are “looking for new ideas” and constantly open to change, and so, they are tuning into HGTV and ABC’s Extreme Makeover to find inspiration, Monroe said.

For that reason, Kraft has expanded its print outreach beyond traditional lifestyle and food titles like Real Simple and Bon Appetit to include InStyle and House Beautiful. One print buy, for instance, “deconstructs the sandwich.” Another ad—a two-page spread—shows Yip sitting in a bold red chair opposite his sandwich creation that uses Sandwich Shop Chipotle Mayo. Copy reads: “Go bold by stepping outside the flavor norm.”

Agencies that worked on the campaign include mcgarrybowen, Chicago, for creative; Upshot for promotional and in-store marketing; AKQA, New York, for digital; Hunter, which handled public relations; and Mediavest and Digitas, both in Chicago, for media buying duties. Kraft spent $11 million advertising its mayonnaise brands in 2009, up 206 percent from 2008, per the Nielsen Co.