Kraft Real Mayo Campaigns for "Moist" as Merriam Webster "Word of the Year"

Thanks to the 2010’s internet, the word “Moist” has a bad rap – even Urban Dictionary reads, “a word people pretend to hate because the internet told them to.” As a proudly moist and controversial condiment, Kraft Real Mayo believes the world’s dislike of the often-polarising word “Moist” is unjust and is rallying the internet to make a change and “Search Moist.”

To take a stand, Kraft Real Mayo is launching a campaign for Merriam Webster to select “Moist” as its coveted “Word of the Year” award bringing mass awareness to the one term that is searched most on the internet that year. Kraft Real Mayo is uniting fans to hack this announcement and “Search Moist” – giving “Moist” the spotlight it deserves.

To make “Moist” happen, Kraft Real Mayo and agency The Kitchen launched an ad campaign supported through:

• Giant Drop: Today, Kraft Real Mayo delivered an unexpected life-size jar of mayo right to Merriam Webster’s doorstep, announcing the intention to make Moist Word of the Year. The jar will have a commemorative label with the word “Moist” instead of “Mayo” and be delivered alongside a letter to Merriam Webster to “Search Moist.”
• Search-A-Thon: The brand is hosting the world’s first “Search-A-Thon” livestream on Twitch on Saturday, November 18, partnering with three gamers, @companiondish, @maxylobes and @Bawkbasoup, to “Search Moist” as many times as possible during the stream with a chance to win free mayo.
• Moist Canvassers: As a type of man on the street activation, Kraft Real Mayo is recruiting a team of “Search Moist Canvassers” to engage fans in real time to Search Moist on their phones.
• Paid Social: In order to drive engagement and awareness of making Moist the Word of the Year, Kraft Real Mayo is conducting paid social on TikTok, Instagram and Reddit to meet Mayo freaks where they already are and rally fans to #SearchMoist. 

For more information, fans can head here for proof that everything is better moist!