Campaign Imminent: Duke's Mayonnaise taps new PR agency partner (Score 44)
Sales Lead: Duke's Mayonnaise recently selected Golden Word as its new PR agency partner..png)
- The brand will likely:
- Launch a new campaign
- Return to higher spend
- Seek additional new agency partners
- Target demographic:
- Gen-X male sports enthusiasts
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Duke's has only spent approximately $6.7k on national TV commercials, a mere fraction of the approximately $47.2k spent within the same 2022 timeframe.
- Last year: The brand spent around $320.3k on this channel last year after having spent more than double this, around $833.8k, in 2021.
- 2023 ad programming: Duke's 2023 commercials have targeted men watching the Allstate Sugar Bowl.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has allocated roughly $328.8k toward digital ads YTD, only about half of the roughly $614.1k allocated by this point of 2022.
- YTD data: Since the beginning of 2023, Duke's has earned ~32.6m digital impressions, 55% via YouTube ads, 35% via Facebook ads, and 10% via Instagram ads.
- Last year: In 2022, the brand's estimated full-year spend decreased by 21% to $1.1m from that of $1.4m in 2021.
- Additional channel insights
- Duke's utilizes Google Ads along with local broadcast, TikTok, and video (primarily via Youtube IOS) ads.
- The brand holds planning conversations in Q3 and buying conversations in Q4.
- It allocates the most spend toward national TV in Q4 and on digital in Q1.
Additional agency insights:
- Opportunity: PR hires often precede additional roster shifts, so reach out soon to offer brand-specific creative, media, digital analytics, social media management, experiential, multicultural, and/or influencer services.
- Current agency roster:
- Golden Word: PR agency partner (July 2023)
- Familiar Creatures: Creative AOR (April 2021)
- GRP Media: Media agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
