Marketing Currents - Business and Marketing Current Events

Hate Mayo? Kraft Mayo Will Help You Conquer Your Fear With New ‘Overcoming Mayophobia’ Kit


Does the thought of spreading Kraft Mayo on a sandwich make your stomach turn? Does your irrational fear of this simple sauce keep you from enjoying the finer things in life? If you answered yes, you may suffer from “Mayophobia.”

“Spreading our smooth and velvety mayo on a piece of bread shouldn’t elicit any reaction other than taste bud envy, so we want to encourage these mayo-haters to confront their fears and get to know mayo with our Overcoming Mayophobia Kit.”

Click here to read the story at

Discussion Questions:

  1. What is promotion?
  2. What are the different forms of promotion?
  3. What type of promotion is an “enter-to-win” promotion?
  4. Based on information from this news story, describe this promotion from Kraft.
  5. What do you think the brand hopes to accomplish with this promotion?
  6. Who is the brand targeting with this promotion?
  7. In your opinion, will Kraft be able to turn mayo-hating consumers into customers with this promotion? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.