Are you Miracle Whip?

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Title

Are you Miracle Whip?

Advertiser:

Kraft

Year:

2009

Source:

Kraft

Product Category:

Consumer Packaged Goods

OOH Format:

Indoor, Outdoor

Country:

Canada

Objective:

Kraft’s Miracle Whip has been a well-established brand for over 75 years but despite its heritage, the brand had been losing relevance in the past decade. The main objective of this campaign was to reintroduce the brand to a younger market and to reverse the declining trend of Miracle Whip’s dollar share.

Target Group:

Generation Y or Millennial Generation (people born in the 1980’s and 1990’s), and more particularly those who grew up eating Miracle Whip and might not be using it today. Mobile people.

Strategy and Media Used:

With their “We are Miracle Whip. And we will not tone it down” campaign, Kraft’s strategy was to maximize impact and buzz value. Out-of-home was a great fit to reach “mobile millennials”. OOH executions ran in several cities, outdoor (transit, billboards) and indoor (fitness, resto-bars). OOH was combined with other media for this campaign, including TV, print, social media (Facebook, Twitter, ZINGR), CRM tactics and sampling.

Results:

Miracle Whip dollar share improved by +1.8 point in OOH markets between the campaign’s pre-launch and post-launch. In 2010, Kraft’s Miracle Whip is doubling its OOH investment and testing new breakthrough media.