Town of Mayo changes its name as a branding prank with Kraft Heinz. Reward: Up to $25,000 to spruce up.
Miracle Whip includes many of the same ingredients – oil, eggs, vinegar and water – as mayonnaise but does not have enough oil to be called mayonnaise.
The town of Mayo is dressing up its name, at least for a few days.
The small north-central Florida town changed its name to “Miracle Whip” as part of a branding prank to draw attention to the city and the Kraft Heinz salad dressing product.
Saturday, the city unveiled its water tower with the new name atop it and hosted a picnic featuring foods made with Miracle Whip. In exchange for being known as Miracle Whip for several days, the city will get up to $25,000 for city beautification.
As part of the prank, city officials initially were to act as if the name change was permanent. “We aren’t going to be boring Mayo anymore. We are going to be Miracle Whip!” Mayor Ann Murphy said. “I definitely think this will put us on the map.”
The Kraft Heinz promotions team planned to capture video footage of residents talking about the name change and swapping out the mayonnaise in their refrigerator with Miracle Whip.
But in a small town such as Mayo, which has fewer than 1,500 residents, the fact that the name change isn’t really permanent wasn’t destined to remain a secret for long. “Everybody knows everybody. It’s been kind of difficult to keep everything under wraps,” town clerk Linda Cone said.
The city of Mayo – named after Confederate Col. James Mayo – is the county seat of Lafayette County, the state’s second-least-populous county.
The city, and Kraft Heinz, got plenty of attention in the escapade, including a story in The New York Times, as well as coverage by local TV news stations and newspapers.
The Miracle Whip joke is the latest lark to boost brand equity and city coffers.
Two months ago, the Domino’s pizza chain paid for fixing potholes in the small town of Milford, Delaware. In exchange for topping the fixed potholes with the Domino’s logo and the slogan “Oh yes we did,” the city got $5,000.