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Covering the Spread: Miracle Whip’s New Campaign

There are a number of people in the business world who swear by the age-old adage “any press is good press.” Yet, there are others who call the saying nothing more than a misguided mantra. I’m not sure where I stand on the subject, but I can tell you that recent weeks have brought about a perfect example to debate the issue: Miracle Whip.

The alternative to Mayo has been looking to boost its profile as of late, hence a logo update and a new ad campaign. The spread has long been a hot topic among sandwich enthusiasts; I myself won’t go near the stuff, but my roommates are huge fans. Instead of running away from this unique relationship with consumers, Miracle Whip has embraced it, touting the new slogan, “We’re not for everyone.”

Kraft has gone so far as to convert MiracleWhip.com into the brand’s own YouTube channel, inviting newlyweds to submit videos showcasing their love/hate relationship with the brand. Couples are urged to describe how Miracle Whip has impacted their relationship; the winning video gets $25,000 towards their wedding or divorce.

The new advertising push seems to be pressing all the right buttons, with such celebrities like Jersey Shore’s Pauly D appearing in an ad arguing with his tailor over Miracle Whip’s taste. For those of you keeping count, that is three Jersey Shore references in my past four posts. The brand has seen its Google searches spike in direct correlation with its ads. The campaign has gotten so much buzz that it’s even got the National Review Online and the Coalition for Divorce Reform talking (*gulp).

On August 15, National Review columnist and vice chair of the Coalition for Divorce Reform Beverly Willett wrote a piece voicing her displeasure with the campaign. In response to Willett’s article, Kraft execs reiterated that the contest was meant to be lighthearted. “Try telling the 1 million new children each year who have to shuttle between two homes on alternate weekends that Kraft’s 25 G’s are all in good fun,” Willett fired back.

Is the attention generated  by the new campaign worth possibly alienating a sect of consumers? What about the essence of the campaign itself? Isn’t the entire new ad series built around the idea that Miracle Whip is polarizing? If Kraft was touting the fact that Miracle Whip draws battle lines and causes people to butt heads I think they got exactly what they wanted with Willett’s protest.

Do you agree with Willet or do you appreciate the humor in the campaign? And most importantly, are you a Mayo or Miracle Whip person?

by Daniel Sweeney | posted | in Advertising & Marketing
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