Duke's Mayonnaise sponsors the Carolina Panthers (Score 44)

Sales lead: The company may seek additional sponsorships, so reach out if you can offer assistance. 

• Duke's Mayonnaise is now the Official Mayo of the Carolina Panthers.
• As part of the deal, Duke's Mayo dispensers will be featured at all condiment stations and in all menu items that include mayonnaise. 
• The brand will also host a concession stand called the "Duke's Sauce Shack."
• Plus, Duke's is now the presenting partner of Taste of the Panthers. 
• We told you about Duke's picking up Golden Word as its PR partner in August. 

Target demographic: Gen-Xers with a male skew

The brand will likely:

• Seek additional sponsorships
• Make additional agency changes (recent PR appointment)
• Return to higher ad spending 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Duke's spent about $28k on national TV ads YTD, just 34% of the $83k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $880.9k in 2021 to $321k in 2022. 
• Ad programming: It placed ads during College Football. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Duke's spent about $517.8k on digital display ads YTD, a 36% decrease from $802.9k spent in this channel during the same time period of 2022. 
• YTD data: 58.2m impressions via Facebook (47%), YouTube (43%), Instagram (8%), desktop display (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 29% from $1.4m in 2021 to $1m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, football.fantasysports.yahoo.com, and southernliving.com. 

Additional channel insights  

• Vivvix: Duke's also invests in local broadcast. 

Agency analysis:

• Opportunity: PR appointments commonly lead to additional agency changes, so keep reaching out to see if Duke's plans on reviewing any other accounts. 
• Current roster:
  • Golden Word: PR
  • Familiar Creatures: creative AOR
  • GRP Media: media buying & planning