Duke's Mayo Begins New Partnership with Familiar Creatures
Challenger brands unite to disrupt the category
Yahoo! Finance | April 15, 2021
Duke's Mayonnaise has selected Richmond-based Familiar Creatures as its new agency of record, bringing together a 100-year old challenger brand and a newer ad agency startup who specializes in challenger brands.
For over 100 years, Duke's has been a household name in the Southeast, where the brand is a staple of many restaurants. In its core markets, the brand enjoys near cult-like status in a mayonnaise category that typically doesn't garner such devotion. Duke's self-identifies as an underdog, using unconventional and grassroots marketing to build meaningful relationships with its unique fan base.
"Duke's isn't your traditional 100-year old brand. And Familiar Creatures isn't your traditional creative agency," said Rebecca Lupesco, the Duke's Brand Manager of Mayohem. "We each consider ourselves challengers in our space, and, more importantly, we share a mutual trust and independent spirit that will allow us to create inspiration for the people who use and love our products."
Familiar Creatures launched in 2018 with a unique agency model after seeing holding company agencies lose business to in-housing and smaller projects. Their "fractional AOR" approach provides challenger brands like Duke's the same creative and strategic firepower they'd expect from a larger agency, augmenting internal marketing teams for as long as needed.
Read the full article on Yahoo! Finance.