Marketing

Kraft joins the 'Mayoverse'

Provided

July 19, 2023

Kraft Real Mayo is bringing mayo fantasies to life in the Mayoverse, an out-of-this-world digital space that celebrates peoples' passionate love of mayonnaise, according to Frances Sabatier, brand manager of Kraft Real Mayo.

"As the brand that champions loud and proud love of the controversial condiment, we get to witness our fans' passionate love for mayonnaise, including some incredibly imaginative fantasies that take mayo freakdom to the next level," Sabatier said in a company press release. "Now, we're thrilled to continue empowering our bold mayo freaks by bringing their fantasies to life in a unique and immersive setting."

Inspired by fans' desires gathered on Reddit and Twitter, Kraft and Cannes Grand Prix-winning creative studio, Nexus Studios, built an immersive experience celebrating the wildest of fantasies, including four bespoke rooms: Mayo House, Mayocean, Mayobot and Mayo Bash. Each room lets visitors immerse themselves in someone's mayo fantasy and document their stays with a selfie postcard and souvenir from the gift shop.

The Mayoverse comes after the idea was first introduced to fans through engagement, awareness and large-scale advertisements placements in Chicago and New York. From laying in a pool of mayo to wishing there was a hose that shot out mayo, fans described their wildest mayo fantasies. Fans can enter the Mayoverse via KraftMayoverse.com, a link in bio on social or by scanning a QR code on OOH.

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Heinz Verified is a Kraft Heinz initiative designed to help independent operators grow their business. More than a quality seal, it’s a marketing platform and partnership that drives traffic, builds loyalty, and elevates the dining experience—proving that proudly serving Heinz isn’t just a choice, it’s a competitive advantage.

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