It’s hard to imagine someone getting all worked up about mayonnaise.
Kraft Foods’ Miracle Whip isn’t quite mayonnaise, though, and it engenders some strong feelings, says Sara Braun, marketing director for the brand. “It is a polarizing product,” she says. “Rather than deny this truth, it’s something that we needed to embrace.”
Early this year, Miracle Whip launched its “Love Us” and “Hate Us” counter on its YouTube page. The message on the page asks people to say whether they love or hate the brand, and to leave a comment saying why. “If it’s unfettered hatred, that’s cool,” the message on the page reads. “We know we’re not for everyone. We just ask you let it out on the right. And if you love us? Well, we love you too. Confess it on the left.”
So far, the counter has drawn a total of nearly 55,000 “loves” and more than 3,300 “hates.” “We’re used to hearing the negative things that people say about the taste of Miracle Whip, and we want to present the honest opinion that exists out there,” says Braun. “Our hope is that the love comments will really overshadow the hate comments.”