Yep - that's right. Kraft has brought on three of America's most watched Interior Design experts to help sell mayonnaise.
Here's Vern Yip's print ad:
Vern tells us to "Go bold by stepping outside the flavor norm." His sandwich "design" features Kraft's new Chipotle Mayo, one of four new flavors the corporate food giant is introducing.
And this ad featuring Genevieve Gorder is on the pages of this month's In Style magazine. (A little odd, right? Since when does Kraft Mayo advertise in a fashion and style magazine amidst beauty advice and a photo spread of Cameron Diaz?)
Genevieve tells us that "Neutral mayo has no place in contemporary design." Her culinary creation features the Garlic and Herb flavor spread.
There are also a few TV commercials that you might have caught during American Idol this season. If you haven't seen them yet, don't fret. There's an entire website devoted to the marketing campaign.
Here's a few stills from Vern's commercial entitled "Could We Get Anymore Beige?"
Vern walks into a very bland kitchen and says, in typical Vern fashion, "Could this get any more beige?"
His sandwich-making insight: "You know, your sandwich is a a reflection of your personality and what your life is about."
Vern's sandwich design drawing, completely rendered...with dimensions!
Rick the painter gives the bread a careful coat of mayo.
The big reveal. Of course, the homeowners are thrilled with the results.
The beauty shot.
As the wife excitedly chomps on Vern's creation, she lets it slip that she hasn't been this happy since she was in Tijuana. Oh my!
I have to admit, when I first saw the commercials and print ads I thought this campaign was really stupid. Mayonnaise and makeovers? How lame. But I think the ads are growing on me. They're actually kind of clever.
The campaign is apparently targeted at women ages 35-64 in an effort to provide a sandwich flavor profile that's "restaurant inspired", explains Kraft Brand Manager, Amy Monroe.
"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." - AdWeek.com
This isn't the first time Kraft has kicked its marketing into high gear for a condiment. Just last year you might remember it launched a huge campaign with Miracle Whip, touting it a hipper, less wimpy sandwich spread than its competitors (mainly referring to Hellman's.) source
So what do you think of Kraft's new mayo campaign? Is it clever advertising or just plain dumb? Do Vern, Genevieve and Candice give you any desire to run out and try these new flavors? Or are you more influenced by actual taste...and free samples?
If it's a free sample you're looking for, you're in luck. Just click here and fill out the form.
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