Kraft Real Mayo has launched a new campaign to promote the word ‘moist’ as Merriam-Webster’s word of the year.
The campaign was developed with agency The Kitchen, the in-house agency at Kraft Heinz, and aims to reinforce Kraft Real Mayo as a challenger brand.
The dictionary publisher’s annual selection, a tradition that started in 2003, tends to generate online chatter and embody trends that are representative of a particular moment in the culture.
Moist is frequently cited as a phrase that gives people ‘the ick.’
An Urban Dictionary post cited by Kraft Real Mayo notes that moist is ‘a word people pretend to hate because the internet told them to.’
Frances Sabatier, brand ma
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