After years of pleading its case, Miracle Whip unapologetically plants a flag in the ground in a new campaign from mcgarrybowen.
Two TV ads breaking Monday feature rough-and-tumble dudes with long hair and beards who know what they like—at least when it comes to condiments. Underscoring that resolve is a gravelly male voiceover, crunchy guitar riff (from Band of Skulls' "The Devil Takes Care of His Own") and new tagline: "Miracle Whip and proud of it."
"Jim's Artichoke Dip" depicts Dude No. 1, who makes his appetizer, checks his open-collared shirt in a mirror, pours himself into his El Camino and drives to an outdoor barbecue. He then pushes aside the other dishes on a crowded picnic table to make room for his Miracle Whip-infused dip.
"Drew's Sandwich" takes place in a diner, where Dude No. 2 awaits a burger with a side of coleslaw. Within view, a short-order cook mixes Miracle Whip into the slaw and hands the plate to a waitress, who sets it down at the dude's table. After a brief sniff, he adds the slaw to his burger, takes a bite and smiles like a weathered Mikey from the old Life cereal ad.
Two other TV ads, not yet released, center around deviled eggs at a potluck gathering and potato salad at a tailgate party, said Marjani Coffey, a Miracle Whip brand manager at Kraft. Reset's Martin Werner directed the spots, which were shot on film in Austin, Texas.
The campaign also includes a new microsite that goes live on Monday; banner ads; posts on Facebook, Twitter, Pinterest and Instagram; integration deals with BuzzFeed and Say Media; and mobile ads that will reach consumers in store. Media spending behind the effort, which runs through Labor Day, was not disclosed, but Kraft typically spends about $30 million in media annually on Miracle Whip, according to Nielsen.
Client: Miracle Whip, Kraft Foods
Agency: mcgarrybowen, Chicago
Chief Creative Officer: Ned Crowley
Chief Operating Officer: John Fraser
Executive Creative Directors: Michael Straznickas, Dave Reger
Executive Producer: Steve Ross
Account Managing Director: Betsy Ross
Account Supervisor: Orchid Liu
Production Company: Reset
Director: Martin Werner