Our objective was to get Miracle Whip non-triers to try our product. We knew there were lovers & haters of the brand, & we are fine with that. What we aren’t ok with was indifference. People on the fence. We wanted to reach non-triers in a relevant way, posing the debatable question, “Are you Miracle Whip?” By giving an honest portrayal to both sides of the story, we hoped to peak their curiosity.

In America, Miracle Whip is a very polarising sandwich spread, similar in substance to mayonnaise but with a much more tangy, biting taste. People who know it either love it or hate it. But even more people know nothing about it at all. So we chose to stoke these strong passions on both sides, to get the conversation going and to get people to actually think about Miracle Whip again.

In America, Miracle Whip is a very polarising sandwich spread, similar in substance to mayonnaise but with a much more tangy, biting taste. People who know it either love it or hate it. But even more people know nothing about it at all. So we chose to stoke these strong passions on both sides, to get the conversation going and to get people to actually think about Miracle Whip again.

In the first week of the Not For Everyone campaign, Miracle Whip became a trending topic on Twitter, with 738 unique mentions in the first 4 days of launch. There was a 548% increase in Tweets for the 7-week campaign launch period and millions of new lovers (17m fans) proclaimed their 'love' on the YouTube hub. Over 450,000 samples of the product were shipped, with 57% of the survey respondents purchasing Miracle Whip after trying the sample. When we launched the Not For Every Relationship work Miracle Whip garnered 98m earned impressions and a 631% increase in social media postings by the brand’s younger demographic of 18-34 year olds. In total, Miracle Whip had a 12.2 point sales turnaround during the advertising support period.