DUKE'S Hot Tomato Summer

Hot Tomato Summer is a weeklong celebration of mayo and tomato dishes during peak tomato season. It's basically summer camp for local restaurants. And the crazy part is that it's a B2B campaign in a B2C trenchcoat.

VENMAYO

To encourage engagement during mealtime, we devised a brilliant idea: Let Duke's pay the tab. Whenever Tomato and Mayo lovers posted their lunch pic to socials, the Duke's team would reach out to winners in each market with some cash—a small price to pay for some authentic fandom.

THE GOLDEN TOMATO AWARD

There are many awards in the gastronomical world. There's the Michelin Star, the James Beard Award, etc. But we saw a need for an award that captures fandom for local restaurants. Enter the Golden Tomato Award. We asked mayo and tomato fans to vote for their favorite participating restaurant in their respective cities, and the response blew us away. With over 31,000 votes, we saw one of the biggest swells of engagement, including restaurants posting content galore to earn the votes of their mayo and tomato eaters.

AGENCY: FAMILIAR CREATURES
ART DIRECTOR: ELLEN VEITH
COPYWRITER: JOEL STILING
CD: DUSTIN ARTZ