Miracle Whip: 'Not For Every Relationship' Contest Makes Light Of Divorce?

Miracle Whip--the off-white Kraft condiment long known as mayonnaise's trashy cousin--tends to be either loved or loathed. We're guessing the brand's latest marketing effort may be similarly divisive.

On Monday, the brand--which underwent a radical facelift in 2009 to appeal to a younger, social media-savvy demographic--debuted its "Not For Every Relationship" contest. Part of its "We're Not For Everyone" campaign, which capitalizes on the apparently passionate attitudes people tend to have toward the product, the contest solicits 60-second videos that answer the question, "How has Miracle Whip affected your relationship?" The prize? $25,000 for a wedding--or a divorce.

Sure, the effort is meant to be playful--the video launching the contest features actors playing a priest and a divorce attorney interrupting each other as they explain what they're looking for--"one-of-a-kind, straight-up, no-BS" videos that riff on how the "simple spread can hold your relationship together, or pull it apart."

Leaving aside for a moment the fact that the premise itself is something of a stretch--a disagreement over a condiment can destroy a marriage, really?--we still find the whole enterprise a little queasy-making. Indeed, is it just us, or does offering money towards a divorce, even if in jest, come off as somewhat flip in a time when divorce rates are sky-high, especially among the young demographic Miracle Whip is targeting?

By the same token, the tone struck by a series of videos on the contest site featuring newly-married Las Vegas couples like the Harveys sharing their he-said, she-said feelings about Miracle Whip seems sweet, until the tag line advertising the contest appears at the end: "Tell us your story for a chance to win $25,000 for your wedding. Or divorce."

What do you think--has Miracle Whip gone too far or is this contest all in good fun?

Comments

[Erin Mantz]

09:55 AM on 08/22/2011

Not only is this campaign all in good fun, it's fair. The reality is divorce rates are high and why shouldn't Kraft give people divorcing a chance at some financial support just like brides? In fact, perhaps divorce fees are more critical than wedding fees. Isn't figuring things out like custody and child support more important than money for more flowers or a bigger cake at a wedding?

[dandan1]

11:00 PM on 07/31/2011

my wife calls mayo "white people food" she really hates it.

[Tikvah Bethany Adler]

08:22 PM on 07/20/2011

i would totally divorce my husband if he started eating that crap

[naturenerd]

07:14 PM on 07/20/2011

Okay, have to plead ignorance: I thought Miracle Whip was a brand name of mayonnaise! Luckily, rarely touch mayo anyway, so my contamination levels must be safe!

[Mayoman Oneeightytwo]

11:54 AM on 07/20/2011

So many of my friends' relationships have been falling apart, and I've been making sandwiches for them all this time. Never put the two together....
Thank you Sara Wilson! I love this article. Can't wait to keep following you, as everyone should!
- MayoMan 182

[Waldimore]

09:42 AM on 07/20/2011

My mom loved Miracle Whip so I grew up on it. As an adult, I discovered mayonaise and realized MW does not work on everything. MW is terrible with tuna and makes it taste awful. Only real mayo makes a good tuna salad. But if you want a slammin' potato salad, MW is the business. Ditto, macaroni/pasta salads. It's much lighter than mayo, absorbs better and has more of a tangy/sweet vinagrette feeling, especially if you use it lightly and add a bit of wine vinegar. MW also has a lower fat content than mayo if that means anything. I also like MW on turkey sandwiches from leftover Thanksgiving turkey. Probably nostalgia on my part from my childhood. But a couple of years ago I discovered the best use for MW on the qvc beauty board: as an exfoliating face mask. Apply to face, let sit 20 minutes, and then start massaging your face until you feel tiny layers of dead skin peeling off of your face. Of course, if you have really sensitive skin don't try it, but it's great for mature skin. Just don't put it around your eyes. Wash your face as usual and your skin will be glowing.

[bloggomatic]

09:41 AM on 07/20/2011

Hmm sounds stupid (-_///)

[Vic22]

05:30 PM on 07/19/2011

I saw it and I didnt get it. I couldn't figure out why this lady was trashing MW, yet it was a commercial for MW. I was left confused. I hate mayonnaise though, so I didnt investigate further. Maybe a mayonnaise lover would have followed the link for more info.

I don't think its good business to ever trash your product, and she went in on it pretty hard

[An Independent Woman]

04:03 PM on 07/19/2011

After Miracle Whip itself, can Kraft go any further? White, noxious and indiscernable, mysterious ingredients.

[Fletch55]

12:33 PM on 07/19/2011

I see no issue with the promotion. People get divorced and people get married just depends where in life you are and both types could use the financial help. I hate the new label its stupid but gotta have the Miracle Whip over blah mayo any day.

[OtayPanky]

10:24 AM on 07/19/2011

And I thought Miracle Whip was something you would find in a sex toy catalog.

Live and learn!

[OtayPanky]

10:20 AM on 07/19/2011

Miracle Whip--the off-white Kraft condiment long known as mayonnaise's trashy cousin--tends to be either loved or loathed.

---

I likes mah wimmin like I likes mah sandwich spread - a little on the trashy side.

[sharingnews]

09:37 AM on 07/19/2011

No. There is worse. I block the phone from memory, but it's the one where the guy sets his phone down on the cloth table, it has a spider on it, so the girl he's with starts screaming. Other guy takes off shoe and beats phone. After seconds of her screaming she stops and judgementally says thanks to the guy who replied he got it. Worst ever. I'll take a divorce any day (kidding! Or did that go to far....??)...

[Mark Boxshus]

08:36 AM on 07/19/2011

It's all in good fun. However, Miracle Whip is a total failure as a substitute for mayonnaise, or any other condiment for that matter.

[mszags]

08:31 AM on 07/19/2011

mayo wannabe.......................