Miracle Whip has really toned things up for its latest campaign aimed at young, urban hipsters who aren’t afraid to declare their appreciation for the creamy spread.
Kraft first launched the campaign in April with a 30-second TV spot, part of an effort to modernize the “iconic brand” and generate a sense of pride amongst its consumers, said Doug Pritchard, director of marketing for Miracle Whip.
The creative, developed by Chicago office of McGarry Bowen, takes a more relaxed, party approach and uses what Pritchard refers to as the “anthem.”
“We will not be quiet. We will not try to blend in—disappear in the background, play second fiddle,” declares the voiceover. “When we’re in a sandwich, a salad, a panini or crostini, you’ll know it.”
“We’re not like the others. We’ll never try to be. We’re our own unique one of a kind flavour,” the voiceover continues.
Kraft replaced its long running “Tangy zip” tag line with, “We are Miracle Whip. And we will not tone it down.”
“We want to celebrate who we are in a bold kind of way,” said Pritchard. “We’d like to attract some more younger households into the franchise…and bring more youthful energy back to the brand.”
Two additional TV spots are planned for the next few weeks.
Kraft most recently extended the campaign into the outdoor space with ads that are only running in Toronto and Calgary, Miracle Whip’s two biggest Canadian markets, said Pritchard.
A shortened version of the anthem was hand painted in a contemporary script down the side of a building downtown Toronto. The mural was created over a three-week span, said Pritchard.
Outdoor and LRT train wraps in Calgary use headlines like “Pump up the ham,” and “Kick your burger in the buns.”
Kraft may take the campaign to other markets depending on consumer feedback, said Pritchard.
Two full-page print ads, which launch later this month, feature a recipe, one for “pack a punch potato salad,” and the other for “superb spinach dip.”
The campaign is set to run for the remainder of the year, with Starcom MediaVest handling the buy.
