Kraft Foods’ Miracle Whip has moved its ‘Keep an Open Mouth’ campaign to the web by introducing new videos that feature singer Wynonna Judd, actor Jeffrey Tambor and comedian Michael Ian Black.
Created by Mcgarrybowen, Chicago, the new part of the campaign that offers consumers to ‘join the cause and sign the pledge’ uses humor and satire to promote the white salad dressing. The videos that imitate public service ads debuted this week on YouTube, Facebook and Twitter.
In the videos celebs urge viewers to take a pledge on the brand’s Facebook page to stop the misperceptions and prejudice about the brand. Or just try the sauce at least, if they never did.
For example, Wynonna Judd is cradling a jar of Miracle Whip like a baby explaining in a sad tone: “They’re out there…thousands of them. But we don’t see them. Or worse, look the other way. Turn a cold shoulder. Close our eyes to what’s really going on…do your part, and stop the unfair treatment of Miracle Whip.”
The other ‘bizarre’ videos are also made to resemble social advertising and introduce the Miracle Whip in a new way to lure consumers at least to try it.
Starting June 14 and till the end of July, they will be appearing on Alloy Digital’s digital entertainment network as well as on Hulu and AOL, says Marketing Daily.