Kraft Real mayo

So funny story…

Kraft Real Mayo was coming out with a new Buffalo-flavored mayonnaise and my partner Rachelle and I were tasked with creating a buzz-worthy activation for its launch. The brand already had a hefty following of fans - mayo freaks, if you will - who had some strong opinions about their favorite condiment. Turns out, so did Buffalo sauce fans. So much so, they even kept the sauce on hand at all times for a flavor emergency (heck - even Beyoncé keeps hot sauce in her bag). So we tapped into this hot sauce smuggling culture to create something totally freak-worthy.

It’s portable. It’s squeezable. It’s mayo freak approved.

It’s the first ever lip balm for food - Buffalo Balm!

The Kit

Since we couldn’t mass produce a lip balm tube filled with mayonnaise, we create something even better, a DIY kit that allowed you to refill the tube over and over again!

1000 Buffalo Balm kits were available for purchase on Amazon.

They sold out almost immediately.

turns out there are mayo freaks out there in the world who wanted to read about it…

Art Direction by Rachelle Pucillo

But wait, there's more!