May I Mayo  
Mike’s Amazing

︎Art Direction, OOH, Social, Experiential, Web Design, Product Design

September 2024

With Yuchen Zhao (copy writer), Esther Yang (art director)

Challenge: Increase the sale of Mike’s Amazing mayonnaise

Insight: Mayonnaise is a common condiment, but few realize just how many fun and unexpected ways it can be used.

Target Audience: Adventurous food enthusiasts aged 18-35 who enjoy experimenting with flavors and cooking techniques.

Solution: Communicate that customers can use mayo on ANYTHING. But only with Mike’s and its unique qualities. 

︎︎︎

Social 

These posts on Mike’s Amazing introduce different unexpected food that taste great when paired with Mike’s mayo. We use the caption to emphasize our USPs. These posts will roll out once a week.

OOH

It will be an interactive billboard where the viewers can place any food they can think of under the giant mayo in a city center area.

Experiential

The colorful Mike’s Amazing truck will be placed near crowds during the campaign. People can stop by and spin the “May I Mayo” wheel to get free food with Mike’s mayo on and have a chance to win Mike’s mayo value pack.

Package Design

The tiny, travel sized packets are great for applying to anything that you might have just gotten. The shape helps keep it distinct from flimsy  plastic packets that are often associated with mayo and ketchup. 

Web Design

Like the socials, the website introduces the appeal of using Mike’s mayo for different unexpected food in the narrative tone they have on their site.