JWT Goes Short for Miracle Whip

10-Second Spots Geared to Viewers of Specific Syndicated Shows
CHICAGO-J. Walter Thompson here targets viewers of specific syndicated TV shows through its creative product and with a unique media buy in its latest effort for Kraft’s Miracle Whip salad dressing.
The campaign, which breaks this week, consists of four 10-second spots that take advantage of specific media opportunities during syndicated programs such as Hollywood Squares, Judge Judy and Xena: Warrior Princess, said Becky Roberts, an account director at JWT. Each
10-second commercial will not air during any other programming.
For instance, a courtroom spot with an attorney accusing a sandwich of false identity because it doesn’t have any Miracle Whip will air on programming such as Judge Judy.
Other spots feature medieval Visigoths, game show contestants and action heroes, and will run during programming appropriate to such creative. They are intended to take advantage of viewers’ interest in those particular shows, Roberts said.
“We expect the audience will be entertained that Miracle Whip is aware of their interests,” she said.
The 10-second format is also part of the agency’s updated strategic direction for Miracle Whip.
“Now that [the theme has] awareness among consumers, we thought the time was right to go for shorter messages,” she said. “This is the perfect marrying of a brand need with creative and media plans.”
The spots continue the theme, “A sandwich just isn’t a sandwich without the tangy zip of Miracle Whip,” an updated version the agency developed about two years ago for the brand’s longstanding line, Roberts said.
Northfield, Ill.-based Kraft will continue to air already-created 15- and 30-second spots during nonsyndicated programming, Roberts said.
“You need those complete stories to allow the viewer to fill in some of the blanks,” she said. “But you don’t need them all the time.”
The company spent nearly $37 million on Miracle Whip advertising last year, according to Competitive Media Reporting. ƒ