The new campaign celebrates Duke’s beloved mayo, iconic southern roots, and passionate fan base
Duke’s Mayonnaise is launching a new brand campaign called, Duke’s. It’s Got Twang! – shedding new light on the brand’s one-of-a-kind “tangy” flavour, loved throughout the South for generations.
The campaign launched on Saturday, 26 September, and will be featured across broadcast (advertisements to air on the Food Network as well as the ACC and SEC networks), print, and online channels. Former LSU and NFL player and national sports analyst Marcus Spears serves as a voiceover talent.
“The brand’s iconic heritage and consumer passion for the brand is second to none in the category in which we compete. Our new campaign, Duke’s. It’s Got Twang!, connects our southern roots with the tangy flavour consumers love, delivered in a bold, exciting and ownable manner!” said Tom Barbitta, Brand Vice President of Marketing at Sauer Brands, Inc.
The campaign launch comes at an exciting time for the brand. Earlier this year, the brand signed a deal with the Charlotte Sports Foundation to be the new title sponsor of the regular-season college football game and postseason bowl game played in Charlotte, NC. Duke’s also recently launched their line of regionally-inspired barbecue sauces, Duke’s Southern Sauces.
The brand prides itself on its bold, unique flavour and formula. Founder Eugenia Duke’s no sugar, no carb recipe gives the brand its remarkable ability to highlight the flavour of the foods it partners, releasing the authentic tastes of genuine Southern cuisine and making everyday dishes extraordinary.
The Duke’s. It’s Got Twang! campaign was developed with The Richards Group, Duke’s agency of record since July 2020.
“‘Twang’ is our way of expressing that hard-to-describe, southern-inspired, “something special” that sums up what Duke’s mayo brings to the table. It’s a southern thing, an essence and a feeling– all wrapped up and captured in one, powerful word,” said Stan Richards, creative director/principal at The Richards Group.