• by Wayne Friedman , June 15, 2010

"You can't buy publicity like this," says Irene Rosenfeld, chairman/CEO at Kraft Foods, during Nielsen's Consumer 360 annual conference.

In the fall, Comedy Central's Stephen Colbert of "The Colbert Report" made fun of the all-so-hip campaign from Kraft Foods' Miracle Whip campaign. It produced a spoof campaign called "Don't Be So Mayo", an faux hip commercial featuring young skewing college guys and girls, for example, dancing, and eating mayo – straight with no bread, hanging upside down.

Then Kraft wrote a letter back to Colbert -- to counter the spoof -- it would buy up all commercials on its shows Colbert saying "we will dominate the airspace on your show ... we will own you."

Rosenfeld said for the first time in a decade Miracle Whip has been growing share.