A creative marketing agency.

Lover or a Hater?

Are you incapable of love?

Well if you don’t love Miracle Whip, you are—as a girl confesses in their new “Love us or Hate us?–We’re Not for Everyone” Ad campaign.

Love us…or Hate us? Yes, as shocking as it may sound, Miracle Whip has taken the bold approach of offering the antithesis to a pro-product campaign. Whether corporations are willing to admit it or not (usually not), there is always going to be someone out there who wishes they could press the “hate it” button on their beloved product.  So rather than embed detractors in their promotions, Miracle Whip has actually decided to spotlight them.


No, they are not real mayonnaise. Yes, they know that they are not real mayonnaise; and No, they are not going to try and pass their product off as mayonnaise. By Golly! I think they’re on to something!

With their distinct flavor, Miracle Whip has given people the opportunity to state what they love or hate about their uniquely flavored product. So while one gentleman thinks the secret ingredient is Miracles, the other may think it tastes like “spreadable lotion.” Either way, they’ve got our attention.

Do I hear sounds of apprehension? I know. Why would any company want to put their weaknesses on a pedestal for their mayonnaise loving, Miracle Whip hating “Haters” to proclaim their distain? There is way too much risk in allowing the population to freely post their opinion. What if the Haters drastically outweigh the Lovers? Or what if the constant negative opinion begins to influence the lovers into reevaluating their relationship status with this mayonnaise imposter? Miracle Whip could become the ostracized condiment of the playground!!!

Well, here is where I’m going to rebut the contemplation previously stated.

  1. First, let’s examine the obvious evidence—we’re talking about it! And not only are we talking about it, the entire sandwich-loving nation is talking about it. With the constant exposure—positive or negative—at the end of the day its exposure. Do I hear an “Amen” from miss Lindsay Lohan in the corner of the courtroom?
  2. By embracing their negatives, Miracle Whip is not only the cool condiment on the block with its radiating self-esteem, they are welcoming. They have provided a place where both Lovers and Haters can share a commonality—Miracle Whip. As haters share their very foundation to their dislike for the faux mayo, they are still endorsing the product through participation.  Genius!
  3. TBD. That’s me. I am one of thousands who are probably inadequately prepared to make such a big decision. I haven’t had Miracle Whip in years; so now it looks as if I am going to have to march over to my local grocer to examine the evidence and buy myself a bottle. Boom. Sale. I haven’t even decided yet, and Miracle Whip is already +1 with my purchase.  Even better, if I like it, I will be a revived lover of Miracle Whip!

At the end of the day, the defense rests, Miracle Whip is on top. Whether it’s on top of your sandwich or on top of your least favorite right below Hitler, it is on top of everyone’s mind.

“Love me or hate me, both are in my favor…If u love me, I’ll always be in your heart…If u hate me, I’ll always be in your mind” -Shakespeare

So, let me ask. Are you a Lover or a Hater?

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