Ad of the Day: Miracle Whip Couldn’t Be Prouder in Gritty New Campaign

These guys know what they like

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.


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