What Camp Are You In? The Mayo Camp Or Miracle Whip Camp?

March 31, 2011 By David Burn 1 Comment

Miracle Whip is not afraid of its detractors. In fact, the Kraft brand is embracing them. For instance, when you visit the brand’s YouTube page, you can say you love, or hate, the product.

Here are some new TV spots that reinforce the split by ask, “Are You Miracle Whip?” It’s a strangely worded question, that echoes another strangely worded question: “Are you a PC?”

The brand’s YouTube page also offers free samples, in case you’re not sure which side of the mayo/Mircale Whip fence you’re on. Rupal Patel, senior associate brand manager at Kraft, told Clickz that Miracle Whip has given away 185,000 samples so far.

“What consumers tell us is that there’s no in between – people either love it or hate it. We recognize that it’s a polarizing product and rather than deny that, we’re embracing those who don’t like it and owning up to [the fact that] it’s not for everyone,” Patel says.

Filed Under: Creative Review, Sampling

About David Burn

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.

http://www.ckrinteractive.com Alex

Love the new Miracle Whip campaign! They found their problem and offered a solution to fix it–like they said, they’re “embracing those who don’t like it and owning up to [the fact that] it’s not for everyone.” Kudos to them for recognizing what they can do as a brand!