People will listen to you if you entertain them.
    FROM THE TOP!

BIG IDEA
A lot of work goes into producing exotic-flavored mayonnaise.
STRATEGY
Tell the story behind each Empire flavor.
MICROSITE
Users sign up on the Empire Mayo website to receive a free sample of the newest secret flavor.
Complete with a Moleskin notebook, the sample mailing piece encourages flavor-testers to tell the story
of how the flavor came to be in a 1000-word story. The best tale comes to life in an ongoing web series.
WEB VIDEO
A Soul for some Spice
The Tale of the Black Garlic
PRINT
We go through a lot to craft the best mayo.
Tell the tale of our newest flavor at EmpireMayo.com
We go through a lot to forge the best mayo.
Tell the tale of our newest flavor at EmpireMayo.com
We go through a lot to maketh the best mayo.
Tell the tale of our newest flavor at EmpireMayo.com
PANDORA BANNER + SPOT
Beyond the Castle Walls
The tale of the White Truffle
MYSTERY FLAVOR PACKAGE
Pre-posted Mailer Includes :
1 small jar of secret flavor
1 Moleskin notebook
1 Empire Mayo pencil
CURTAIN CALL
Art Direction: Devin Hilgenkamp
Motion Media: Eric Witman
Illustration: Jose D. Medina
Copywriting: Eric Witman