By: Rebecca Pierce
Just recently Kraft Foods launched a controversial new campaign for their Miracle Whip product Are You Miracle Whip? The campaign, created by mcgarrybowen, focuses on two conflicting positions: those who love Miracle Whip and those who hate Miracle Whip. The campaign targets non-users of Miracle Whip to “Get a Taste and Decide” whether they are a lover or a hater of the product. Miracle Whip differentiates itself from regular mayonnaise, telling audiences, “We’re Not for Everyone.”
Are You Miracle Whip? concentrates on social media advertising, encouraging consumers to rant about their love or hate for Miracle Whip online through their:
YouTube channel: http://www.youtube.com/miraclewhip,
Twitter account: http://twitter.com/MiracleWhip#
Facebook page: http://www.facebook.com/miraclewhip
As the main attraction, the Miracle Whip YouTube channel shows a series of television spots featuring random people giving their opinions on Miracle Whip. The spots include commentary from both lovers and haters of the product. The spots also feature recognizable faces that could be considered “A Little Loud A Little Tangy,” such as liberal political consultant James Carville, comedian Amy Sedaris, and reality TV star Pauly D. Are You Miracle Whip? campaign takes a humorous tone, showcasing ridiculous comments from, “You know if you’ve got like these fancy dancy mustards, yeah, yeah, okay, that is an elite kind of thing. Miracle Whip is America,” to “Miracle Whip is like disappointment, spreadable disappointment.” One of the 60 second spots on YouTube also runs on television.
Advertising and marketing professionals are in a heated debate about the Are You Miracle Whip? campaign. Is this straightforward and honest advertising strategy about Miracle Whip risky or a new form of genius? Will consumers value Miracle Whip’s blunt approach or trash the product because Miracle Whip gave them the opportunity and motivation?