Miracle Whip wants its customers to think outside the breadbox when it comes to using the creamy spread, but also warns that doing so could result in a case of dip-lash.
Kraft has launched a national campaign to show consumers that Miracle Whip can be used not only for sandwiches, but for dips as well, said Doug Pritchard, director of marketing for Miracle Whip.
“And while we know there are lots of ways of disseminating recipes, we wanted to find a way to do it in a breakthrough way that consumers aren’t necessarily used to seeing,” he added.
According to the campaign, created by Chicago-based McGarry Bowen, “dip-lash” is an “acute condition brought on by the unexpected tastiness of making a dip with Miracle Whip.”
The campaign includes direct mail door hangers, print, recipe booklets polybagged with magazine and newspapers, and the website, DipLash.ca.
Images of a man and woman wearing a neck brace, a warning sign and the tag line, “Brace yourself for unique flavour,” are featured in the creative.
The four-page, double-sided, fold-out recipe booklet features four recipes that can be torn apart to become individual recipe index cards on one side, and a diagram of how dip-lash occurs and how it can be avoided, on the other side.
The website houses two additional dip recipes, the definition of dip-lash, what causes it, how to avoid it, and the option to send recipes to family and friends.
The campaign launched in June and is set to run for the remainder of the year. MediaVest handled the buy.
