Duke’s Mayonnaise x Wright® Brand Bacon Collaborate to Win on Instacart

At Instacart, we're helping consumers discover new brands and products they love from their favorite retailers, online. One way we partner with our brand partners to help drive discovery of their products is through ad campaigns timed to relevant seasonal or holiday moments.

This article looks at one such campaign, tied to the unique moment of National BLT Day, observed annually on July 22nd. In it, Duke's Mayonnaise and Tyson Foods teamed up in a co-branded campaign celebrating the BLT and their key ingredients.

A little bit about Duke's Mayonnaise and Tyson Foods

Duke's Mayo, created in 1917 by Eugenia Duke in Greenville, SC, is known for their flagship mayo. The stellar flavor of the 107-year-old, award-winning recipe has helped it become more than just a pantry staple- it's a cultural touchstone of the South. Today, Duke's offers a range of condiments, including mustards, BBQ & seafood sauces.

Located in Springdale, Arkansas, Tyson Foods feeds the world like family, through their portfolio of brands including Tyson®, Jimmy Dean®, Wright Brand, and Hillshire Farm®. Wright Brand Bacon has been offering shoppers a high standard of craftsmanship and care in every piece of bacon for over 100 years. Bacon the Wright Way^®.

The campaign on Instacart

Duke's Mayo and Wright Brand Bacon, together with their media ad agencies BrainLabs and Mindshare, teamed up for a co branded campaign for National BLT Day that celebrates the perfect sandwich pairing.

By working together, the brands tapped into the natural synergy between their products - mayo adds creamy richness while bacon delivers a savory crunch, making them an iconic duo in the beloved BLT.

The brands ran a shoppable display ad campaign targeting mayonnaise and bacon buyers. The ad linked to a combined landing page with a BLT recipe. Each brand took turns running flights of the campaign for 20 days, with the creative reflecting the brand colors of each during their turn.

The brands really enjoyed conjoining their creative minds and found it meaningful to create a co-brand around a specific moment of the year that was relevant to both their brands.

"Co-branded campaigns are a key part of our overall marketing strategy because they allow us to align with complementary brands to reach new audiences, create memorable moments, and build brand awareness," said Rebecca Lupesco, Duke's Brand Manager.

Similarly, Tyson Foods saw the co-branded campaign and the tie-in to National BLT Day as an opportunity to reach new customers and inspire them to use their brands in new ways for mealtime - especially since they were able to reach customers and highlight their Wright Brand Bacon during a typically quiet period for bacon.

Delicious results for Duke's Mayonnaise and Tyson Foods

The campaign was a major success, achieving a remarkable 9.6x return on ad spend (ROAS). Tyson Foods noted an above benchmark ROAS and a large increase in new to brand customers. These impressive results underscore the effectiveness of co-branding and of targeting seasonal or holiday moments that are super relevant to your brand.

At Instacart, we are thrilled to play a role in the ongoing success of Duke's Mayonnaise and Wright Brand Bacon. Advertising with us not only amplifies brand stories but also delivers measurable results, making it a powerful component of any marketing strategy.

*Prior results do not guarantee future outcomes.

This post contains third-party claims and advertisements. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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