VaynerMedia’s Post

Transcript

We're in the middle of this town called Mayo, Florida, and we just announced that we're renaming their town Miracle Whip Florida and all Hell brokers. Back in 2018, we had this great experience working on the Miracle Whip brand with Kraft Heinz. We were given this crazy brief, which was do anything under the sun, just bring back sales. We created a lot of ideas, everything from a whip force. If your spouse love Mayo and you love Miracle Whip, maybe you should actually file for divorce. We file letters against platforms for not allowing us to. Advertise on them. We decided to bet pretty big. We had this idea of taking this place on the map down in Florida called Mayo, Florida and turning it into Miracle Whip Florida officially through the mayor of the town. Mayor bought into the idea. We changed the water tower. We had a press conference. We shot a documentary about it. We interviewed the whole town. We changed the names on every business. Town was torn to say the least. Some people absolutely loved it because, you know, hard times to come on Mayo and it gave them some exposure. Other people hated it and they never wanted the name to be changed. They were super upset and we actually were pretty scared that we had caused some real problems down there. But in the end, you know, the results were fantastic. The next day after we did this stunt, we actually got on the front cover of the USA TODAY and the punchline of it all was not only got a lot of impressions, but we moved a lot of cases of Miracle Whip. Everyone was super happy. Brand loved it and is a true Vayner story, one for the ages that everyone who was involved just had so much fun. We we laugh about it to this day.