$20 Mil. Miracle Whip Moves to DDB

CHICAGO Kraft Foods has moved its nearly $20 million Miracle Whip brand to Omnicom’s DDB from the account’s longtime shop, WPP Group’s JWT here, the client confirmed.

“We are looking to bring a fresh perspective to the Miracle Whip brand, so we are pleased that DDB will be our new agency of record on this business,” according to a statement issued by the Northbrook, Ill., company. “We look forward to partnering with DDB to build on our successes.”

“It’s no miracle,” wrote DDB general manager for creative Paul Tilley in an internal memo announcing the win. “We gave them a fresh strategic perspective, wowed them with DDB’s brand of TalkValue creative, and showed them how Miracle Whip can create a whole new brand experience for customers.”

Tilley and DDB Chicago president Dana Anderson previously worked on the Miracle Whip brand at earlier stages in their career at JWT. The dressing, which was invented during World War II when eggs were rationed, has been at JWT for decades.

While the win gives DDB a foot in the door at Kraft (whose roster shops include Interpublic Group’s DraftFCB and independent agency mcgarrybowen), the shift is a blow to JWT Chicago, which has struggled on the new business front of late.

The company’s statement continued to call JWT a “key agency partner” for several brands, including various cheeses and all of the Oscar Mayer-branded products. The shop also handles several Nestle brands, including Toll House.

Kraft spent nearly $20 million on Miracle Whip advertising, according to Nielsen Monitor-Plus.