Miracle Whip has created a social campaign that plays up the condiment's polarizing effect on consumers by promoting positive as well as negative social comments about the product. Using the slogan "We're not for everyone," the campaign lets fans and nonfans post "Love Us" or "Hate Us" commentaries, and offers free samples to anyone who's on the fence. "We want to showcase the strong feelings for the brand to pique the curiosity of nonusers to try to see what side they're on," says Kraft Foods senior associate brand manager Rupal Patel.

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