Mike’s Amazing: Righting the wrongs

Lauren D’Andrea

Mike's Amazing, a condiments brand, signed on actor Michael Rapaport to appeal to opinionated foodies in the US and win over highly loyal shoppers in a crowded market.

Campaign details

Brand: Mike's Amazing Brand owner: Chefler Foods Entrant company: HAVAS, USAIdea creation: Havas New York Market: North America (general region) Sector: Sauces, seasonings, condiments Media channels: Social media, Websites & microsites, Online display, Sponsorship - sports, Mobile & apps, Outdoor, Out-of-home, Online video, Search marketingBudget: 1 - 3 million

Executive summary

As THE definition of a challenger brand: small, new, scrappy, but extremely hungry, Mike’s Amazing came out swinging with huge ambition for its first consumer marketing campaign.

Their challenge:...

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