Duke's

Duke's is a Southern mayonnaise with a cult following. However, the brand had fallen into decline. Compounding the decline was the strong presence of national brands in Duke's core markets.  Recipe launched a fully integrated branding campaign to raise awareness and induce trial. We also extended the mayonnaise brand look across all Duke's SKUs, creating a unified product portfolio. Since the relaunch,  Duke's has experienced steady growth, taking market share from its national competitors.