Kraft Real Mayo Tests if Featuring Mayo in Your Profile Get You More Dating App Matches

Ahead of National Lover’s Day on 4/23, Kraft Real Mayo is debuting a new social experiment that proves featuring Mayo in your dating profile actually gets you more matches… yep, you read that right.

After reports found that around one in seven people would break off a budding romance if the partners had different food tastes and more than one in five would only consider a future with someone who shared their cuisine preferences, it’s clear that food can cause you to break up. But we wondered, can one of the world’s most polarising condiments – Mayo – actually help you find love?

The Kitchen put it to the test with Swipe Right for Mayo, a social experiment conducted on dating apps, where we released identical profiles either with or without mayo, to see if letting your mayo freak flag fly on the apps can make you more dateable. Spoiler alert, it does… the experiment found that after thousands of swipes, compared to 'non-mayo' profiles, our 'mayo' profiles received:

• A 74% increase in matches
• A 16% increase in first messages received
• Improved quality in those first messages – the pick-up lines were almost as velvety smooth as the mayo! 

Who’d have thought Mayo would unlock the dating game? Kraft Real Mayo did. The Kitchen shared its findings on the Kraft Real Mayo Instagram and TikTok and for the mayo lovers who are looking to up their matches (must be 18+), Kraft Real Mayo are offering to 'mayonize' their dating profile pics and bios. Mayo lovers can DM their current dating profile pics and bios to @KraftRealMayo on Instagram, and the team will rewrite their bios and photoshop mayo into their requested photos before sending them back.

How Kraft Real Mayo ran the social experiment:

• It created identical dating profiles on one of the country’s biggest dating apps, some with mayo featured prominently, some without. 
• It then swiped through indiscriminately to find out which profile (mayo or non-mayo) would get more matches, likes, and messages.
• The test was run across the United States (Including in New York, LA, and Miami) 
• After thousands of swipes, the answer was clear: Adding Mayo to your dating profile can make you more dateable.

"Our work at Kraft Real Mayo centres on celebrating and sticking up for our Mayo tribe. We recognise that we're a condiment that evokes strong feelings - both positive and negative, and we love that! We choose to revel with our fans, and Swipe for Mayo takes that revelry to the next level with a social experiment designed to test if our mayo freaks are actually more dateable. Not only did we enjoy conducting this hilarious and light-hearted social experiment, but we loved that the results proved our hypothesis. We hope our mayo fans love the campaign as much as we do!"– Frances Sabatier, brand manager, Kraft Real Mayo.

“The campaign was born from this great insight into how food tastes can be a dealbreaker in relationships. So we thought, if food can break people up, maybe the reverse is true, and a love for Mayo can bring them together. The idea also taps into conversations we captured through social listening, of consumers discussing how to optimise their dating profile, making Swipe Right For Mayo a social idea at its core.” – Simon Au, executive creative director, The Kitchen