Duke’s Mayo made its biggest statement yet at the 2026 Duke’s Mayo Bowl, using college football’s most gloriously unhinged postseason tradition to debut a new national brand campaign and announce its expansion across the U.S.
Created in partnership with longtime agency Familiar Creatures, the new campaign, Mayo Is Coming, leans fully into Duke’s over-the-top personality. The bowl game’s reputation for spectacle and chaos made it the ideal launchpad, and Duke’s delivered on both fronts.
The centerpiece was a new 30-second spot that aired simultaneously on the stadium jumbotron and during the national broadcast. The ad imagines a world instantly improved by the arrival of Duke’s Mayo, rescuing everyday food from blandness and elevating everything from backyard tailgates and burger joints to fine-dining kitchens. The message is unmistakable and straightforward: bold flavor has arrived, and it’s spreading fast. Watch below:
“With the Duke’s Mayo Bowl, fans know to expect the unexpected,” said Rebecca Lupesco, director of marketing for Duke’s Mayo. “This is a place where flavor and fandom collide. Launching Mayo Is Coming here felt like the perfect fit.”
“It’s been a blast working on the fastest-growing mayo for the past four years,” added Dustin Artz, co-founder of Familiar Creatures. “Now it’s time to get the rest of the country in on the fun.”
The ad was just one part of a full-scale brand takeover. Inside the stadium, Duke’s leaned into immersive fan engagement, from the sold-out Mayo Maniacs section to roaming MayoMen topping hot dogs, chicken fingers, and even daring fans willing to take mayo straight to the mouth. Mascot Tubby anchored a series of in-game challenges, while surprise activations escalated throughout the night, including a parachute drop of plush Duke’s Mayo jars into the crowd.
On the broadcast side, celebrity chef Tobias Dorzon prepared a four-course Duke’s–themed meal for ESPN announcers Andrew Ware and Anish Shroff, debuting a new dish each quarter and tying the brand directly into the viewing experience.
The game itself lived up to the moment, with the Wake Forest Demon Deacons defeating the Mississippi State Bulldogs 43–29. As tradition demands, Duke’s capped the night by dumping a cooler full of mayo on head coach Jake Dickert, extending the brand’s ever-growing list of mayo-drenched bowl legends.
In keeping with Duke’s commitment to giving back, the iconic mayo dump also carried a philanthropic impact. The company donated $10,000 to Dickert’s chosen charity, Ronald McDonald House Piedmont Triad, ensuring the celebration extended beyond the field.
With Mayo Is Coming, the brand officially signals its move from Southern cult favorite to national contender, bringing its signature tang, unapologetic tone, and bowl-game bravado to kitchens and retailers across the country.
CREDITS:
BRAND: Duke’s Mayonnaise
Marketing Director: Rebecca Lupesco
AGENCY: Familiar Creatures
Co-Founder: Dustin Artz
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