Miracle Whip has launched a follow-up of its ‘love-hate’ ‘We’re not for Everyone’ campaign and is now appealing to U.S. couples, which are being tearing up—or glued together—by their attitudes toward the mayonnaise-like spread and dressing. In the ‘Not For Every Relationship’ video contest, Kraft Food’s brand is inviting people to share a shot on how the product has affected their relationship for a chance to win $25,000 for their upcoming wedding… or divorce.
People, who are just going to have a wedding or those who are spouses already, are encouraged to record a video, up to 60 seconds long, in which they will tell “how a simple spread can hold your relationship together or pull you apart” and download it through August 23—entrants must appear together with their significant one (no actors, please, only real couples). The brand has already uploaded a series of cute spots, in which just-married couples are telling if they and their partner like the spread or not and if it takes toll on their relationship (if one of them loathes the sorta-kinda-not-really-like-mayo) or helps (if they both like it). In the hilarious promotional video a priest and a solicitor are explaining the simple rules of the competition—only two people starring, no music unless the entrants have composed it, etc.—and interrupting each other in a funny way while they are talking.
«The ‘Not For Every Relationship’ contest was inspired by social media conversations about consumers’ love or hate for Miracle Whip in the context of their own relationships. It’s an extension of our first-of-its-kind marketing campaign ‘We’re Not For Everyone’ celebrating the lovers and haters of the product. Knowing the condiment isn’t universally loved has given us license to focus on the notion that it can actually make or break relationships,» commented Sara Braun, director of Miracle Whip.
Those, who are not sure about their attitude to the product, can claim their free sample at miraclewhip.com, make a salad or a sandwich with the dressing and treat their partner to it.