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You say you hate Miracle Whip, but have you tried it?
That’s the core question behind mcgarrybowen Chicago’s new campaign for the Kraft sandwich spread. The effort, which launches this week, features TV ads that use an angry mob from the 17th century to skewer those with pre-conceived notions about the brand. “Keep an open mouth” is the tagline.
Online, print and outdoor ads also are part of the mix. Most of the ads direct consumers to Miracle Whip’s Facebook page, where they can sign up for free samples.
The campaign’s media budget was not disclosed, but Miracle Whip typically spends more than $30 million on media each year, according to Nielsen.
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