Welcome to Duke’s Country

Here’s a secret: Hellman’s may be the default choice of mayo for large parts of America, but for Southerners, chefs, and anyone who’s in the know … it’s definitely not the best choice.

That distinction belongs to Duke’s Mayonnaise, which according to the queen of the south (AKA Dolly Parton), Bon Appetit, Epicurious, Food and Wine, Tasting Table, Alton Brown and countless other dedicated fans, is the best tasting mayo on the market.

The stellar flavor of the 107-year old recipe has helped it become more than just a pantry staple—it's a cultural touchstone of the South. From tattoos and mayo baths, to using the mayo jar as an urn (yes, this is a real thing) – Duke’s devotion is unparalleled.

And it seems like Hellman’s is feeling that heat a little bit, because they’ve recently launched a series of sly shots at Dukes … copycatting a Duke’s tattoo event, partnering with a few SEC football programs to stem Duke’s college football-loving fandom and dabbling in stunts that tried to persuade southerners to use Hellmans for classic dishes like tomato sandwiches.

But flavor and authenticity are in Duke’s favor, and to celebrate the brand’s reputation as the mayo of the South, Duke’s is embarking on a major brand evolution with the launch of its latest campaign, “Welcome to Duke’s Country.”

About the campaign:
Duke’s Country is meant to be a place where passionate fans of all generations can let their Duke’s flag fly. Where even the uninitiated are tempted to go, and when they do, will always have a seat at the table.

Created by Duke’s AOR, Familiar Creatures, “Welcome to Duke’s Country” includes a fully refreshed brand identity, kicking off with a pair of 15-and-30-second spots, followed by radio ads, billboards across the Southern U.S., and more.

The brand has concurrently launched a new Duke’s Country landing page, where fans can find recipes, purchase Duke’s Country merch (welcome mats, mayo-themed home goods, etc.), and enter to win a special “welcome kit.”

The spots will run across social, streaming and digital partners, ESPN, Disney+ and YouTube, and will continue across Duke’s owned channels and key moments throughout the year.

The work will also feature prominently during the Duke’s Mayo Classic, which will be broadcast on ABC’s Saturday Night Football.

Taking place at Bank of America stadium in Charlotte, NC on September 7, the game will feature the University of Tennessee Volunteers and North Carolina State Wolfpack. Viewers and spectators can also catch a special appearance from Tubby – the giant tub of Duke’s Mayonnaise with googly eyes and shaggy eyebrows – waving his ‘Duke’s Country’ flag with pride.