Driven by their internally generated research () that dating profiles featuring mayonnaise get 74% more matches and 16% more messages, Kraft Mayo has opened up their Instagram DMs to fans looking for a makeover for their pics or bios. So what? While the divisive condiment may not actually boost dating eligibility, the deeper truth at play here is that fanatics of something controversial have an instantaneous connection, perhaps even bordering on a taboo thrill. This allows the brand to forge closer connections to existing mayo lovers while earning some organic attention on the app scene.
Topgolf has a fairly cut-and-dry public image, but this week they branched into a (timely) Barbiecore aesthetic with golf influencer Claire Hogle, showcasing that the entertainment center isn’t just for the people you’d expect to
be there. Additionally, the chain playfully dipped their toes into Earth Day content, poking fun at themselves as small fish in the sustainability space while highlighting that their opting to install astroturf is still “greener” than traditional golf courses.