Magnolia Real Mayonnaise
Baon Review
WHAT’S THE PROBLEM?
Magnolia Real Mayonnaise and Spreads is a relatively new player in the salad aids segment but carries the Magnolia heritage brand which has a strong brand equity as a dairy product. The established market leader in the category created a strong association with product usage on occasions and back to school snacks (baon)with its strong media investments which Magnolia Real Mayonnaise does not have.
WHAT WE FOUND.
All products in the category have similar product colors of blue, white, and gold (or yellow) that consistently used moms to communicate their messaging. If we put the Magnolia Real Mayonnaise content side by side with the competitor’s, it’s hard to distinguish the difference in the look and feel.
DID IT DEFY ORDINARY.
Magnolia Real Mayonnaise and Spreads offer the right blend of sweet and sour (tamis and asim) taste that kids love, so why not let the kids speak for the brand? In our kid-centric approach, we featured kids in a natural way on how they eat when they love what they are eating – big bites and messy which is opposite to what we see in commercials . They shared their honest and endearing reviews of their packed snacks, rating them and revealing the secret ingredient: Magnolia Real Mayonnaise and Spreads.
THE RESULTS.
Even with lower media investment against the market leader, the Baon Review video garnered a 14M video views in just 2 weeks and gained brand traction with its clear differentiation with the market leader and the other competitors. The client would like to continue on this kid-centric approach and build it even further.
