Client: Kraft Foods
Brand: Miracle Whip
Agency: AKQA

AKQA was tasked to reintroduce Miracle Whip, a flavor like no other, to a younger demographic who loved the brand as children, but haven't bought the product since leaving home.

Zingr, a branded browser plug-in for both Firefox and Internet Explorer, is a unique brand engagement, reintroducing the Miracle Whip brand to digital savvy, social networked, 18-35 year-old consumers through an entertaining digital utility. Zingr is a way to tag a specific part of a webpage with a 140 character comment. Zingr works through Facebook Connect, so whenever you leave a Zing on a web page, a link is shared with your friends via the your public newsfeed.

Zingr was promoted through targeted Facebook placements, seeded on tech-savvy influencer blogs, via non-traditional badge placements in the Federated Media Network, as well as innovative text links in Social Network bookmarking sites like Digg.com and Reddit.com. In June, the online media expanded to include rich media placements on entertainment and youth content sites.

The Problem: Young adults do not purchase Miracle Whip once they leave thier parent's home. They need to be reintroduced to the new formula, and Miracle Whip needs to update itself for the digital age.

The Insight: 18-35 year-olds are digitally savvy and independent minded; they want to actively customize their content; they’re native to digital sharing but resistant to branding.

The Solution: Establish MW in the Social Media space and provide a lightly branded utility for consumers to engage with the brand and one another.

The Results: New Facebook Page went from 0 to 18,000 fan in six weeks. Videos on YouTube have generated 90,000 views in two months. Buzz tweet reach peaked at 41,000 views during the three week seeding period. Plugin BETA seeding produced 2,000 core users ahead of a national launch. Full launch generated 50,000 downloads in Q3-Q4. Digital campaign was covered in AdWeek, BrandWeek, AdFreak and AdRants.