The City That Feeds

For almost a year now, I’ve been marveling at Kraft’s relatively new Miracle Whip campaign – “Don’t be so Mayo.” The “hey guys be hip and individualistic by eating light mayonnaise” approach is …mind boggling, even during last October’s lamer than hell “Colbert vs. Miracle Whip” mini-campaign, the Colbert Bump couldn’t save Miracle Whip from looking as though it was trying far too hard to reinvent itself, impotently failing at making their zingy salad dressing look awesome enough to start a water balloon fight at a rooftop dance party (See below – Colbert previously and successfully made fun of Kraft for their hilariously awful commercial for crumbled cheese). At any rate, if you don’t know anything at all about what I’m talking about, check out Kraft’s plea to the young, hip, urban, vivacious salad eater in you:

And up until last week, Kraft was very happy to rest on its chic laurels; it had put out the message that zingy salad dressings are totally cool and mayonnaise is totally not cool, but something wasn’t quite… cool enough. Awesome enough. Something was just too… Plain. Too Mayo.

XTREME

Cue a plucky young genius art director at Kraft Foods, who raises his finger in the air and exclaims “SHIT YES! LET’S TILT THE LOGO AND ABBREVIATE IT!!” …And M to the W was born. For those not in the know, the simplest and greatest way to make any product or logo more modern and hip is to abbreviate and/or rotate the logo as much as possible. Reversing the process then renders it “retro” or “throwback.” Which ultimately is brilliant, as it renders the need for actually coming up with new designs unnecessary. Congrats, Miracle Whip!

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