Duke’s Mayonnaise
Prologue ︎︎︎
Loyality is shown through real stories. Duke’s has those true stories and real loyalty because it shows commitment to their condiment.
Goal: Gain loyalty outside of the South and infiltrate metropolitan cities in other parts of the country through true stories associated with the Duke’s brand.
Chapter One: OOH ︎︎︎
Chapter Two: The Duke’s Sandwich Dispatch ︎︎︎
The Duke’s Mayonnaise brand started via a sandwich cart in Greenville, South Carolina, by Eugenia Duke. We aim to carry on the true legends and stories of the Duke’s legacy with a food truck in metropolitan areas throughout the U.S. We aim to introduce everyone to this Southern staple, all at the same price point as it was 100 years ago–5 cents. ︎︎︎
The Duke’s Mayonnaise brand started via a sandwich cart in Greenville, South Carolina, by Eugenia Duke. We aim to carry on the true legends and stories of the Duke’s legacy with a food truck in metropolitan areas throughout the U.S. We aim to introduce everyone to this Southern staple, all at the same price point as it was 100 years ago–5 cents. ︎︎︎
Chapter Three: The Museum of Duke’s, Greenville, South Carolina ︎︎︎
Nothing says loyalty than traveling to the place where it all started.
Nothing says loyalty than traveling to the place where it all started.
Chapter Four: Test Kitchen ︎︎︎
The Test Kitchen Experience aims to get at-home chefs to test the versatility of Duke’s and make all their meals a little bit better, with the best ingredient, of course. ︎︎︎
Chapter Five: Real Loyalty Spatula ︎︎︎
Never let a drop go to waste.
Bonus: Duke’s Real Stories ︎︎︎
Work by ︎︎︎
Art Direction, Adam DuBrueler
Copywriting, Malcolm Richardson
Strategy, Payal Pereira