November 8, 2014,
Brand marketing, Consumer behaviour, Guru in a Bottle, Social marketing practice, Thought Leadership 
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Miracle Whip is a salad dressing similar to mayonnaise and is popular with American and Canadian consumers.
Not a subject that you think would stir strong emotions? Well, actually you’d be wrong!
When marketers at Kraft began researching consumer attitudes towards the product, they found surprisingly deep emotions.
It turns out that a substantial number of people love Miracle Whip. And many can’t stand the stuff!
Back in 2011, with this consumer insight, Kraft launched a high profile US ad campaign that made a virtue out of this schism, using celebrities like Paula D fromJersey Shore and the political pundit James Corville.
Some people in the ads praised Miracle Whip’s ...
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