Kraft Mayo Anti-raisin Movement


Every holiday season is the same thing: raisins appear in the food. Kraft Mayo took side in this controversy and created the Anti-raisin Movement. This idea was selected by Facebook Inc. on the project “Around The Corner Brazil” and won $ 20.000 on media. The main goal was to use Instagram Stories in an innovative way.



Instagram Stories:

“Look at the back of your phone and see what is happening.

See? When you least expect it, raisins invades your mayonnaise.


ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!
ENOUGH!


If you are against raisin too, join us.

Take print from next screen, fill in and share your anger”.

The last step was the shareable declaration of the movement:


“I [...] resident in the city of [...] declare that I am AGAINST putting raisins in Christmas and New Year foods. For a holiday season with a creamy an fresh mayonnaise with no raisins.”


Agency: Leo Burnett Tailor Made
Creative Director: Luciano Lincoln
Team: Bruno Kuni, Thiago Bach

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