Is Miracle Whip’s new campaign brilliant or suicidal?

4 Mar

Across the wires this morning comes this article about Kraft Miracle Whip’s brave – or foolhardy – new marketing campaign: We’re Not For Everyone.

They are inviting the public, through traditional and social media channels, to be brutally honest about the taste.

Some of the more memorable appraisals:

  • It tastes like sweet lotion
  • It’s like licking a shoe
  • Tastes like a 4-year old’s first food experiment (ok, that’s mine)

You can go to their Facebook page here and chose to either love it or hate it and then leave a comment. Then you are directed to YouTube to watch minor celebs earn their paycheque.

So, to the question: Is this outpouring of honesty a good thing?

Some are calling it brilliant. Many “marketing experts” think that honesty works with consumers (I agree with them). They believe this campaign will really entrench loyalty amongst those who already like it, and pique curiosity amongst those who are on the fence. Try it again and see for yourself! Click here to get your Free Sample!

Others, less fulsome in their praise, suggest that inviting the public to flog your product in such a manner only pushes those on the fence further away.

Here’s something else to consider: this is not about honesty at all. It’s about entertainment.

Do you think anyone believes Miracle Whip tastes like licking a shoe? Nah. But people will try hard to find something creative and damaging to say when invited. Human nature. Fence sitters may find it more entertaining to slag it off then prop it up.

Will the campaign work? I think so. Kraft is creating buzz by letting consumers have their say and not being defensive. These are the very principles upon which this great Cyber/Social Media Nation was founded.

What do you think? How would you describe it?


11 Responses to “Is Miracle Whip’s new campaign brilliant or suicidal?”

  1. Amy March 4, 2011 at 7:12 am #

    I grew up on Miracle Whip. For the longest time I didn’t even know that it wasn’t really mayonnaise but a completely different animal. I haven’t had it in forever, though. My husband hates it so I don’t bring it into the house so I don’t have to hear the gagging sounds. He’s such a baby.

    I think this campaign is great. It shows that they have a sense of humor (which you know is big with me) about a product that they know people have strong opinions about. Good for them!

  2. dougbrowncreative March 4, 2011 at 7:28 am #

    Same experience here Amy. It reminds me of the 70’s, when nothing was really scrutinized and everything was over-egged. When I think now how sweet that stuff was I have to run for the Gent’s.

    My own advertising pet peeve is the lack of honesty, not the abundance of it. So this campaign works for me too.

  3. mike fromowitz March 4, 2011 at 7:49 am #

    People swear by their Miracle Whip. Me, I prefer organic. One thing you missed out on here. Take a look at that vile packaging! Woh! Why did they put it in a laundry detergent package? With Gawdy-awfull label design? And that “MW” logo thingy. Shows that these marketers have no understanding of branding and design. In a world of superbly designed “Apple” products, you’d think these people would get it. Design is a major factor that influences people-especially if you are after a younger audience. No, this isn’t about “finding something damaging to say about it.” This is about making marketing and strategic sense.
    Maybe they will place this stuff next to the cascade on the dishwasher shelf.

  4. dougbrowncreative March 4, 2011 at 9:54 am #

    I dunno Mike…the packaging kind of matches the product. haha. Just as it does with Apple. I don’t think it would be misplaced in supermarkets with other toxic household items but i must stress that this is my personal opinion and IN NO WAY REFLECTS THE OPINIONS OF COPELAND COMMUNICATIONS, ITS BOARD OF DIRECTORS OR ITS OWNERSHIP who may well love the junk.

  5. patricktussie March 4, 2011 at 11:37 am #

    Didn’t Dominos have a similar campaign a few years ago? Seemed to work for them. They made remarks like (off the top of my head) “We realize our pizza sauce tasted like watery ketchup, we listened to you and changed our pizza sauce! TRY IT NOW!”

  6. dougbrowncreative March 4, 2011 at 11:54 am #

    They sure did Patrick, a Crispin Porter-led campaign. The major difference is that Kraft are not admitting their product tastes like sweet lotion, nor are they offering to actually make it taste good. They’re simply allowing the insults (and compliments) to wash over them.

  7. Murray Kirk March 4, 2011 at 12:38 pm #

    Im not qualified to have an educated opinion on this however as a novice it strikes me as a 21st century version of a publicity stunt where the actual (hidden) objective is to receive some of that old “any news is good news” effect, perhaps more commonly understood today as hits/exposure/engagement/views/visits et al. I also think it will be effective.

  8. dougbrowncreative March 4, 2011 at 12:41 pm #

    Your opinion is just as valid as anyone’s Murray. And I think you’re right. It’s all about getting the old Miracle Whip name back out there. I actually hadn’t thought about it in 30 years. See…it’s working!

  9. March 19, 2011 at 1:19 pm #

    It is a suicidal campaign because I just wanted to go to and answer questions. No such option. I have always like MW but refuse to do an “YOU TUBE” response.

  10. dougbrowncreative March 21, 2011 at 8:31 am #

    You should pop that feedback in General Foods direction Cam.


  1. Miracle Whip vs Mayo ...what's the point of difference? | Don't drink the koolaid - March 15, 2011

    […] in the same boat as  industry analysts when I wonder if the current campaign contains a strong enough message to move product. When interviewed, A Kraft […]

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