Miracle Whip Taps Celebs For Mock-PSA Video Push
Kraft Foods’ Miracle Whip is building on its contrarian “We’re Not For Everyone” campaign with new videos featuring singer Wynonna Judd, actor
Jeffrey Tambor (“Arrested Development,” “The Larry Sanders Show”) and comedian Michael Ian Black (“Michael and Michael Have Issues,” “Celebrity Poker
Showdown”).
The tongue-in-cheek video campaign from Mcgarrybowen, Chicago, dubbed “Keep an Open Mouth,” satirizes the tried-and-true public service announcement approach of celebrities delivering personal appeals for a cause.
In this case, the celebs speak to the “injustice” of people being biased against Miracle Whip -- at least when they’ve never tried it -- and urge viewers to take a pledge on the its Facebook page to help end the misperceptions about the brand. The point, of course, is to get more (youngish, in particular) consumers to try the sandwich spread.
For example, Black looks soulfully into the camera as he declares that “One out of four people in this country loves the creamy, sweet and tangy flavor of Miracle Whip. Sadly, two out of the other four hate them for it. And one out of those two hasn’t even tried it…Well, we think that one out of two of the original four is being pretty unfair…Let’s declare an end to this injustice, this unfair judgment against a simple sandwich spread. Keep an open mind, and an open mouth. Join the Cause. Sign the Pledge. “
Judd, cradling a jar of Miracle Whip, says: “They’re out there…thousands of them. But we don’t see them. Or worse, look the other way. Turn a cold shoulder. Close our eyes to what’s really going on…won’t you be an angel and help rescue countless others like [her jar]…the worst part…a lot of these naysayers have never even tried it. So do your part -- give a bottle a chance…do your part, and stop the unfair treatment of Miracle Whip.”
The videos debuted this week on YouTube, Facebook and Twitter.
Also, starting June 14 and through July, they will be appearing on Alloy Digital’s digital entertainment network (including editorial integration within sites targeting those 25 to 34, plus promos to the network’s Facebook and Twitter fan base), as well as on Hulu and AOL.
Recent Marketing Daily Articles
-
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Pre-paid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ... -
Microsoft Unveils Xbox One May 21, 2:34 p.m.
For a presentation that was obstensibly about a new gaming console, Microsoft’s unveiling of its next-generation ... -
Telematics Ecosystem Booming, But Caution Advised May 21, 2:05 p.m.
The head of marketing for, say, Starbucks, is probably thinking about cars. Specifically, how to go ... -
Sony Touts Ultra High-Definition TVs May 21, 12:19 p.m.
We’ve been through the HDTV era and the 3DTV era -- now get ready for the ... -
Destination XL's Pixelated Privates Cause Controversy May 21, 11:03 a.m.
Specialty retailer Destination XL is Super Sizing itself, and not everyone is comfortable with its frank ...
1 comment on "Miracle Whip Taps Celebs For Mock-PSA Video Push ".
Leave a Comment