Kraft Mayo “Make MOIST Word of the Year”

Agency: Kraft Heinz/The Kitchen
Fabrication: Hero Solutions

How does one boil down a year into a single word? Is it possible to be so succinct? Well, Kraft Mayo sure tried. They wanted to give the primary descriptor for their Kraft Mayo - MOIST - a facelift by getting Merriam-Webster to make MOIST the 2023 Word of the Year. How did Kraft pitch this to Merriam-Webster? Duh, they had us make an 8-foot-tall jar of Kraft Mayo and clandestinely put it on the Merriam-Webster front lawn. Someone even stole it! We haven’t found it! Kraft lost the Word of the Year to “authentic,” but MOIST will live on in its authenticity.