social content

Kraft

The strategy was that Miracle Whip is super-polarizing. Duh! But it turns out even happy, lifelong couples actually still argue over the stuff. Rather than try to convert the nonbelievers, Kraft played it cool and decided to preach to the converted. Wow did it work. The campaign began with a UGC social contest with superfans sharing testimonials of why they love the condiment so many love to hate. The most outrageous of which were flown to Vegas for a weekend of MW and wreched excess. We chronicled the ensuing mayhem in this OLV/content series.