Knowing that not everyone loves mayonnaise, Kraft Heinz assembled a mayo kit that targets the "two types of people in this world—people who love Kraft Mayo, and people who don’t know they love Kraft Mayo." The Overcoming Mayophobia Kit was created to help people confront their fear of the condiment and turn even the biggest skeptics into fans of Kraft Mayo's smell, taste and texture.
The kit includes a mask and a nose clip to block off some of the senses, plus a marker that can be used to rename the product packaging. There's also product packaging in sizes that get increasingly larger, to help with small exposures over time.
To help people fight "Mayophobia," the brand is inviting mayo lovers to get a kit to convince mayo haters.
What's Driving This Trend
- Overcoming Food Phobias
- Creating kits for overcoming food phobias and introducing people to new foods that they may initially fear.
- Sensory Deprivation Kits
- Developing sensory deprivation kits that block off certain senses to help people appreciate certain flavors and foods.
- Personalized Packaging
- Creating customizable packaging for food products that allows consumers to rename and brand products as their own.
Who This Affects Most
- Food and Beverage
- Creating new and innovative ways to introduce consumers to new products and overcome food phobias.
- Health and Wellness
- Developing kits that help individuals overcome aversions to certain foods can lead to healthier and varied diets.
- Marketing and Advertising
- Developing targeted marketing campaigns for consumers with aversions to specific products can help brands increase their market share and gain new customers.
