Miracle Whip Whips Up Social App

A terrific example of a brand not only embracing content and utility, but also effectively bridging that content to a strong (yet very natural) brand message.

Miracle Whip Whips Up Social App

May 13, 2009

-By Brian Morrissey, Adweek

Kraft Foods’ Miracle Whip brand is dipping its toes into social utilities with a browser application that lets users share comments on Web-based content via their social networks.

Zingr is a Firefox plug-in that taps into users’ social networks and allows them to leave comments on various Web pages across the Internet. After downloading the plug-in and verifying their Facebook information, users can append comments up to 160 characters on Web pages. The comments appear as small, expandable Zingr dialog boxes that can be dragged and dropped anywhere on the page.

The “Zings” are then broadcast to users’ networks on Facebook and Twitter, if those features are enabled. Clicking on the link brings up the Web page showing Zings accumulated from within a visitor’s network. They will not see Zings left by others. The Zings do not include the Miracle Whip logo.

The app is part of an effort by Miracle Whip to appeal to a younger audience with its “We will not tone it down” ad campaign. On its site, Miracle Whip bills Zingr as “the newest way to add your own flavor to the Web.” The messages are meant to be short and snappy.

“What we’re trying to do with Miracle Whip is really get our target of 18 to 34 who grew up on brand. Many of them have just stopped using the category,” said Chris Kempczinski, svp of marketing for meals and enhancers at Kraft. “This campaign was about reengaging with 18- to 34-year-olds. The biggest place to go after them is in digital, and a big part of what they’re doing there is in social media.”

Miracle Whip digital shop AKQA created Zingr.



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