Corporate Fuckery

[benji]

For those who think the metaverse is lacking in its egg and oil emulsions, Kraft has got the solution. The brand has introduced the “Mayoverse” a digital space where mayonnaise fans can indulge some of their wildest fantasies.

The Mayoverse features four mayonnaise-themed rooms where visitors can immerse themselves in a Mayo-themed world. In the Mayo House, for instance, fans can use a virtual hose to paint the entire house in the condiment. Other destinations include “Mayocean,” “Mayo Bash,” and “Mayobot.” To commemorate their visit, users can take selfie postcards and souvenirs from the destination’s gift shop.

Mayoverse elements were developed through an engagement campaign that asked fans to suggest their mayonnaise fantasies on social media and through out-of-home placements in Chicago and New York. Access to the Mayoverse can be granted through the brand’s KraftMayoverse.com website or by scanning QR codes on out-of-home postings.

“As the brand that champions loud and proud love of the controversial condiment, we get to witness our fans’ passionate love for mayonnaise, including some incredibly imaginative fantasies that take mayo freakdom to the next level,” said Frances Sabatier, brand manager of Kraft Real Mayo, in a statement. “Now, we’re thrilled to continue empowering our bold mayo freaks by bringing their fantasies to life in a unique and immersive setting.”