That Mayonnaise Has Attitude!
Miracle Whip's hipster ad campaign is risible—and oddly effective.
Grade: B. Admittedly, the ads are silly. That doesn't mean they're ineffective. By the way, Miracle Whip (along with Rice Krispies and the iPod) always gets mentioned when people talk about products that were launched during economic downturns, as the Whip was introduced at the Chicago World's Fair of 1933. I asked Parnell whether it was mere coincidence that this major relaunch was also happening during a recession. He said it wasn't. Tighter times generally herald a return to making cheaper food at home—including, especially, sandwiches.
Seth Stevenson is a frequent contributor to Slate. He is the author of Grounded: A Down to Earth Journey Around the World.