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

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.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. 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!