Update on Mike's Amazing

George Costanza and his assortment of condiments....

In June, I wrote a musing of the month about the new campaign from Mike's Amazing Company featuring Jason Alexander. Since that post, my life has been taken over by Mike's Amazing. I did not anticipate my mother getting their vegetable oil from the store. Soon after, I remember getting this same ad while watching baseball all through July. Going to the grocery store, I saw Mike's Amazing Mayo and Vinegar. I later went to a pivotal regular season game for my Yankees versus the Orioles and saw they provide the mustard and mayo for Yankee stadium (Mike's is now the official condiment sponsor of the Yankees, Mets, Rangers, Devils, Red Sox, and Phillies). I felt like Roddy Piper in "They Live".

Mike's Amazing has invaded our planet and completely taken over, well not really. What I thought was just a new kid on the block backed by some mega-conglomerate is the result of years of hard work. Founded in 2016 by Michael Leffler, Mike's Amazing has found success all over the Northeast. This has been an ever-growing journey for them, I have just caught them while they're rolling. Putting on my serious marketing cap, they've executed perfectly. They are one brand under the umbrella of the very successful Chefler Foods. They have let their products do the talking, even after this successful TV spot, their social channels highlight food made with their products and that's all. They hit the jackpot with Jason and their future seems bright depending on their next steps. Being the official condiment sponsor of 5 of MLB's most prominent teams, you're doing something right. But in a landscape where food and beverage companies are experiential marketing events, there are still steps to be taken. One example of this is the Poppi World event during NYFW this week where the brand invited influencers and customers to partake in this free popup. Popups present a unique opportunity to give products away to secure new customers. Lately, they have been some of the best examples of experiential marketing.

One idea that comes to me is to create an event like Poppi World that's relevant for Mike's Amazing around a major sporting event (MLB Playoffs/World Series or Stanley Cup Finals). An event to launch a new condiment that serves customers food with this sauce and gives them a free bottle while allowing them to watch games like a sports bar. Imagining the Yankees' game 4 win of the World Series being at an event like this would create a moment and a memory for the company. Whether or not popup events are in their plans, they have more success on the horizon.

For your enjoyment, I will link the rest of the hilarious TV spots Alexander did for Mike's Amazing below. And as a treat, some commercials from the 1980s he did. It truly is understated how frequently this man has been working all his life. From commercials for 3 decades, Seinfeld, Broadway, podcaster, and Yankees hitting coach. One of One guy there.

Once again, thank you for reading, and take care.

(go Yanks and watch Seinfeld)