Mcgarrybowen Launches 'Miracle Whip and Proud of It' Campaign | Adweek Mcgarrybowen Launches 'Miracle Whip and Proud of It' Campaign | Adweek
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Ad of the Day: Miracle Whip Couldn't Be Prouder in Gritty New Campaign

These guys know what they like

Don't mess around with that artichoke dip.

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.

The brand's new swagger follows a series of "Keep an open mouth" ads, which, through humor and drama, sought to change preconceptions about the taste of Miracle Whip.

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.

 

 

CREDITS
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

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