‘Operation Moist’ Hopes to Capture Merriam-Webster’s Attention
The term “Moist” has gained a somewhat negative reputation over the years. Interestingly, Urban Dictionary characterizes it as “a word people pretend to hate because the internet told them to.” Embracing its identity, Kraft Real Mayo believes that the general dislike of the word is not entirely justified and seeks to challenge this perception.
In an initiative named “Operation Moist,” Kraft Real Mayo is launching a campaign for Merriam-Webster to consider “Moist” as its “Word of the Year.” To kick off this effort, Kraft has placed a sizable six-foot replica of its mayo jar outside the Merriam-Webster headquarters in Springfield, Massachusetts. By the way, the giant jar does not contain actual mayo.
“Kraft Real Mayo, aka the Moist Maker.”
The label on the oversized jar reads, “Dear Dictionary Gatekeepers, here is a 2023-pound jar of Kraft Real Mayo, aka the Moist Maker, aka the Moistiest.” It expresses concern about the internet and media “degrading” the term “moist” and asserts that Kraft’s mayo is evidence that “moist is a great word, and that every meal is better moist!”
If Kraft is successful in convincing Merriam-Webster to name “moist” Word of the Year, it would join previous selections such as “gaslighting,” “justice,” and “feminism.” As part of the campaign, Kraft is hosting a live “Search-A-Thon” on Twitch, encouraging people to actively search for “moist” online to raise awareness. Additionally, they’ve created a “Search Moist” website as a quick link for online searches and plan to launch the #SearchMoist hashtag on social media.
Frances Sabatier, the brand manager for Kraft Real Mayo, expressed the brand’s desire to leverage its dedicated mayo-loving fanbase. “Kraft Real Mayo has such a devoted fanbase of mayo lovers, and we want to embolden them to help us change the perception by searching the word ‘moist’ online so many times that it’s elected Merriam-Webster’s word of the year,” he told MassLive.