Problem How do you mobilize a loyal but passive fan base? Solution Ignite a debate that spurs consumers into becoming brand advocates. Background Miracle Whip’s lapsed users secretly know it has more flavor (“zing”) than mayo, but they choose mayonaisse out of fear that others do not share this opinion. We needed them to come out of the closet, act upon their true desires and become advocates for Miracle Whip. Kraft hoped to accomplish this by igniting a debate over what has more “zing”: Miracle Whip or mayo. The debate would reignite consumers’ passion for Miracle Whip, give them the opportunities to speak up on its behalf and have that tough talk with their mayo-loving partner to say, “Miracle Whip really does have more zing.” Objective • Increase penetration and reintroduce Miracl

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