Putting the zing back in Miracle Whip

Everyone remembers Miracle Whip. It is the mayo alternative with zing. While it was once popular, Miracle Whip has faded a bit over the years,...

Everyone remembers Miracle Whip. It is the mayo alternative with zing. While it was once popular, Miracle Whip has faded a bit over the years, taking its zing-y goodness with it.

But Miracle Whip is actually one of a number of products that are trying to remake themselves for a new 18-to-34 year old consumer, leveraging the economic recession as a way in.

"We have reinvented Miracle Whip, and we want to bring its one-of-a-kind flavor back in front of younger consumers who might not be thinking about it," Chris Kempczinski, SVP of marketing at Kraft Foods, makers of Miracle Whip, told PRWeek via e-mail. "We know they enjoyed it when they were younger so we want to get back in their sights."

Miracle Whip launched a new campaign on May 11, playing up the taste its known for with a ZINGR branded browser plug-in tool, a presence on Twitter and Facebook, advertising, and other marketing components.

"We know that consumers talk about Miracle Whip as having 'zing' and now we are bringing the notion of 'zing' to the digital space where they are active," added Kempczinski.

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