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Did Miracle Whip Respond Appropriately?

Miracle Whip tweet

For a brand like Miracle Whip, and a company like Kraft Foods, just what IS the proper response to such foul, hateful tweets?

A.) Say nothing at all. This seems to be the choice most corporations would make in this case. Very few people saw the guy’s tweet. There is no point in responding.
B.) Invite the hater to contact a toll-free number to resolve the problem. Funny, I see companies doing that too, and in this case that would be a completely wasted, out-of-touch tweet. This tweeter does not have a solvable problem with Miracle Whip or Kraft.
C.) Say something back that’s sort of snarky, which in this case is what Miracle Whip or the agency tweeting for them did.

I’m kind of liking “C” here. I have no problem with their response, and actually think it positively inures to their brand’s bottom line. What do you guys think? Let me know in the comments below.

Link to the original tweet here

Comments

  1. I see nothing wrong in the response. The response is A) Clean B) Deals with an item their product makes better and C) targets mothers. Win-win in my book. Clearly, Dobbs is just a troll. 

  2. I am with you: (c). And I think their response nailed it. 

  3. One expects a more savvy response from Kraft Foods. Really? I mean the account @Wizchileefa is one of those make-fun-of-everything type of accounts…the response should have been light hearted and snappy! I just found out about this from your blog…has there been a big fallout because of this?

    • No fallout at all. This just happened about an hour ago. I noticed it and thought it was a response different than what I usually see from corporations. I kind of liked it. I respect your opinion Syed, but I think this actually helps their brand’s bottom line. They are trying to take on mayonnaise as being the sandwich spread with attitude. I think this keeps them pointed in that direction.

  4. Melody Meiners says:

    I’m with ya, I like option C :)

  5. CraigDanger says:

    I’m good with their response.  I think this space lets you put a little wink in your brand.  Like the Taco Bell/Old Spice thing… hold on… looking for it.. oh here it is:

     

  6. Personally I love this. Yes the guy was obviously a troll but it shows the Miracle Whip account to have a REAL, personable tone that is missing in SO many corporate Twitter accounts. The response is just the right balance of snark and intellect without bordering on offensive or ill-conceived, that’s pretty hard to manage when you’re dealing with a major brand like theirs. Whoever did it deserves a big round of applause – I hope they did it on the fly and didn’t need three rounds of meetings to decide how to respond.

    I am too loyal to mayonnaise to even consider switching teams due to this but still give them props for taking the clever route.

  7. More shenanigans here (with cursing)

    https://twitter.com/MiracleWhip/status/215213335623368704

  8. Eric Ketzer says:

    Option C works, relative to the brand. I think you can get away with it if the product is mayo, so kudos to them

  9. 100% agree…. BUT important to remember that the response is very on brand for them. Miracle Whip has sort of changed up their marketing, going for more of a hip, irreverent tone. They have commercials/ads of people talking about how much they hate the product. They’re admitting that it isn’t for everyone. Like us or don’t like us, whatever. 

    If this was Heinz, or Sara Lee, or even something like Tostino’s Pizza Rolls that was still targeting moms making their kid’s lunches, it would be off base. But Miracle Whip has a commercial with Pauly D in it. 

  10. Captain Canuck says:

    Loved the C answer. It’s hard for a company to always “keep it PC” when people can be so abrasive. If you don’t like Miracle Whip, don’t eat it. Simple. No one forces you to… or maybe his mom did which explains the hostility!

  11. I am more of a Hellman’s guy myself, but that response was spot on. 

  12. Via @GerryTonic:disqus here’s another example of a company tweeting back with a little attitude – please note: this one is extremely vulgar. If you are easily offended, do not click this link. You have been warned.

    https://twitter.com/AshleyRoberts61/status/223363915755692032

  13. Check this. Great example of a brand talking to a brand. Both are right on, but what wonder what is to be gained by this approach –  http://www.prdaily.com/Main/Articles/12126.aspx

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