Kraft Real Mayo's Mission: Dominating Digital Searches with an Unlikely Contender
Kraft Real Mayo aims to make 'moist' the Word of the Year by hacking search results, using a Twitch livestream as part of their creative campaign to persuade Merriam-Webster
Article Brief:
Kraft Real Mayo is actively campaigning for Merriam-Webster to declare “moist” as its Word of the Year. In an effort to improve the reputation of this often criticized term, the brand is collaborating with its fans to enhance its visibility in search engine rankings.
Earlier this week, the condiment marketer for Kraft Heinz made a notable move by sending a large tub of their mayo with a "Real Moist" logo to the headquarters of Merriam-Webster. Alongside this, they also sent a letter expressing their desire to win the prestigious Word of the Year award.
On November 18, the brand will be hosting a livestream event called the "Search-A-Thon" on the popular gaming platform Twitch. In collaboration with influential gaming personalities, the event will aim to encourage viewers to search the term "moist" as frequently as possible, thereby increasing its visibility. Additionally, targeted paid social advertisements and on-the-ground canvassing efforts will be employed to further promote the "Search Moist" initiative. These efforts by Kraft Real Mayo are part of their strategy to establish a strong presence and engage in controversial discussions.
Article Insight:
Kraft Real Mayo is putting a spotlight on the word "moist" in a campaign aimed at winning the title of Merriam-Webster's Word of the Year. This annual tradition, starting in 2003, by the dictionary publisher tends to create online buzz and capture the essence of current cultural trends. Previous winners include "vaccine" in 2021, reflecting the importance of immunization, and "they" in 2019, recognizing the growing acceptance of nonbinary pronouns.
Moist may not hold significant importance in terms of current events, but it often evokes a feeling of disgust for many individuals. According to a post on Urban Dictionary, cited by Kraft Real Mayo, moist is a word that people claim to dislike because of its portrayal on the internet.
The "Search Moist" campaign is in line with Kraft Real Mayo's previous marketing strategies that have engaged with controversial topics, including mayonnaise. The objective of this latest campaign is to bring together mayo enthusiasts and promote divisive condiments and words globally, stated Frances Sabatier, the brand manager at Kraft Real Mayo.
To increase its chances of appearing more frequently in search results, Kraft Real Mayo is organizing a hack-a-thon on Twitch with the help of creators @companiondish, @maxylobes, and @Bawkbasoup. These creators will encourage their followers to include the word "moist" in their search queries, boosting the term's rankings and giving them a chance to win free mayo products. Additionally, a team of Search Moist Canvassers will approach people on the street and ask them to search for the phrase on their phones. The campaign will be supported by paid social ads featuring the hashtag #SearchMoist on TikTok, Instagram, and Reddit. Kraft Real Mayo has even created a dedicated webpage for "Search Moist" to further strengthen its position as a challenger brand.
Other Kraft Real Mayo campaigns have focused on bringing together mayonnaise enthusiasts. One of these campaigns, called "Swipe Right for Mayo," targeted users of dating apps. It promoted the idea that individuals who showed excitement for mayonnaise on their profiles received a higher number of matches and messages compared to those who did not.
