Miracle Whip?

Miracle Whip container with slogan on right: "Standing up to bland. Dishing out flavor"Do you love it or hate it? Miracle Whip is just one of those products that people either love or hate. There is no middle ground. Kraft Foods, which manufactures both Miracle Whip and mayonnaise is cleverly capitalizing on this. The commercials are appealing. Pauly D from Jersey Shore hates it. He even says that if a girl he dates likes it, it’s a “deal breaker.” Amy Sedaris says, “it’s always great in the bedroom,” and many others give their own opinion on why they love, or hate it. This ad campaign is a really clever move. The YouTube channel has over 1.6 million views and people are definitely chiming in and expressing their “love” or “hate” for it. For those who do like it, it makes them part of a group of “cool” people that love something that is just not for everyone. This ad campaign is clever because Kraft is gaining brand awareness not only for Miracle Whip, but also mayonnaise. For them it’s a win, win situation. Commercials involving the audience are gaining popularity and rightfully so. It’s a great tactic to engage the public. Frito Lay has been doing this for years, of course in a different way, with the Doritos Superbowl commercials. Testimonials are also a great way of showing transparency and gaining trust, which is ever so important when it comes to Public Relations. At the end of the day, more than anything, the commercials are entertaining. They get the ones who love it to be excited and the ones who feel like they’re one the fence, or maybe have never tried it a reason to see what side they’re on. You can check out their Facebook page and cast your vote. Using traditional and social media, Kraft is inviting you to be brutally honest about the taste.


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