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Industry Sauces
Media Print, Magazine & Newspaper
Market United States
Agency mcgarrybowen New York
Producer Michelle Currinder
Editor David Angelo Valencia
Released August 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: KRAFT FOODS
Product/Service: MIRACLE WHIP
Agency: mcgarrybowen
Chief Creative Officer: Ned Crowley (McGarryBowen)
Group Creative Director: Dave Reger (McGarryBowen)
Group Creative Director: Michael Straznickas (McGarryBowen)
Senior Copywriter: Tyler Campbell (McGarryBowen)
Senior Art Director: Brant Herzer (McGarryBowen)
Agency Producer: Joy Carson (McGarryBowen)
Account Managing Director: John Fraser (McGarryBowen)
Account Director: Lindsey Clark (McGarryBowen)
Group Planning Director Strategy: Shawna Ross (McGarryBowen)
Digital Agency: AKQA (AKQA)
Producer: Michelle Currinder (Park Pictures)
Cinematographer/DOP/Lighting: James Frohna (Park Pictures)
Editor: Angelo Valencia (Beast)
Sound Design/Arrangement: Jerry Krenach (McGarryBowen)
Post Production: Optimus (Optimus)
Executive Producer/Owner: Jackie Kelman Bisbee (Park Pictures)
Executive Producer: Justin Pollock (Park Pictures)
Head Of Production: Dinah Rodriguez (Park Pictures)
Executive Post Producer: Melissa Thornley (Beast)
Producer Post: Lauren Scheur (Beast)
Media placement: Television Spot - Fox, ABC - 7/18/2011
Media placement: Online Video Launch - You Tube - 7/18/2011
Media placement: Print - Boston Metro, NY Metro, AM New York, Chicago Red Eye, LA Times, San Diego Union Tribune, Washington - 7/18/2011
Media placement: Live Winner Announcement - Jimmy Kimmel ABC - August 2011

Describe the objective of the promotion.
Our objective was to get Miracle Whip non-triers to try our product. We knew there were lovers & haters of the brand, & we are fine with that. What we aren’t okay with is indifference. People on the fence. We wanted to reach non-triers in a relevant way, posing the debatable question 'Are you Miracle Whip?' By giving an honest portrayal to both sides of the story, we hoped to pique their curiosity.

Describe how the promotion developed from concept to implementation.

In America, Miracle Whip is a very polarising sandwich spread, similar in substance to mayonnaise but with a much more tangy, biting taste. People who know it either love it or hate it. But even more people know nothing about it at all. So we chose to stoke these strong passions on both sides, to get the conversation going and to get people to actually think about Miracle Whip again.

Explain why the method of promotion was most relevant to the product or service.
Our engaged audience provided us with a real-time insight; that Miracle Whip can be a point of tension among couples. So the brand set out to engage consumers with a YouTube video contest asking how the condiment impacts their relationships. The prize was $25,000 toward a wedding…or divorce… a twist that struck a nerve in a campaign that quickly went viral. We knew from our owned properties that consumers would be willing to share and create content on behalf of the brand, as they had so eagerly joined the initial conversation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Miracle Whip promotion received a total of 51 press articles including Huffington Post, NBC’s Today Show and many other blogs spotlighted divorce angle. We garnered almost 99m impressions and social media posting volume increased by 631% with 668,775 video views on YouTube. Our Twitter following increased by a whopping 600%. On Facebook, we earned 52,060 page views and 13MM post views. Over 250 qualified entries were received, significantly exceeding client expectations for consumer engagement and earning us a place among one of YouTube’s most successful video-submission based contests. And the best result? We increased buy rate among growth consumers by +14% vs year ago.