YALIN KAYA

Kraft Real Mayo is known for making food ‘moist,’ but ‘moist’ is one of the most disliked words in the English language. 

Kraft Real Mayo makes “moist” something to savour, not cringe at.

Kraft aimed to reclaim the cringed-at word “moist,” transforming it into a point of pride for unapologetic mayo lovers through irreverent humour and a playful embrace of internet cringe culture. The campaign sparked buzz with meme-worthy content, influencer collaborations, and interactive stunts. Key tactics included promoting “moist” as 2023’s Word of the Year, creating social ads that triggered smart devices to “Search Moist,” hosting Twitch “Search-A-Thons,” and delivering a 2023-lb jar of Kraft Mayo to Merriam-Webster’s office.

Kraft’s campaign to redeem the word “moist” gained widespread internet and media support, driving a 75% increase in Google searches and over 21K visitors to Merriam-Webster’s website. Though “moist” didn’t win Word of the Year, fans rallied with slogans like “Justice 4 Moist” and “Moist 2024,” signalling a shift in public perception. With 544 media placements, 381 million impressions, and coverage from outlets like FOX, CBS, NBC, and Food & Wine, the campaign made a splash—most notably with the mysterious disappearance of an 8-foot Kraft Mayo jar from Merriam-Webster’s office, leaving only tire tracks behind.