DUKE'S MAYO BOWL & DUKE'S MAYO CLASSIC

Objective

• Drive national brand awareness, build market share among target audience​, develop retailer programming and drive CPG sales with key channel partners through a strategic sports partnership.​

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Strategy

• Developed Duke’s first-ever sports sponsorship around the Duke’s Mayo Classic and Duke’s Mayo Bowl, creating one of the most recognized and discussed brand associations in college sports.

• Extensively integrated Duke’s brand throughout bowl experience, including custom media & broadcast integrations, in-venue features and in-game promotions, as well as content plays such as the infamous mayo dump​.

• Operated a mobile activation tour visiting retailers, bars and college campuses in priority markets and supported partnership with Y’all Star Tour and sweepstakes to target college football fans.