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JoTo In: Grand Rapids and Miracle Whip

  • It’s Gonna Take a Miracle

I must admit I find it very difficult to get excited about Miracle Whip. I LOVE mayonnaise. After all I am from the South. So Miracle Whip being some sort of mayonnaise look-alike does not earn many points for me. However, someone over there is employing some marketing genius, because after watching this campaign (Miracle Whip Asks Consumers to Take Sides), I am lookin for some white bread to smear.

“Marketing consultant Guy Kawasaki has written that brands shouldn’t be afraid to polarize people: ‘The worst case is to incite no passionate reactions at all, and that happens when companies try to make everyone happy.’  Some brands seem to excite that provocative push-and-pull by their very nature. With its sweeter-than-mayo taste, Miracle Whip is one of those. And the Kraft brand is currently taking advantage of that polarizing effect, with a campaign that shows celebrities giving the brand “a thumbs up/ thumbs down” in video spots and asking regular folks to do the same in social media.

  • A Slice of American Pie

I was torn between putting this video in our MoJo sector or saying it was a JoToIn. I decided that this was more important than just another video. What I am about to say has a lot to do with marketing and PR but also a comment on the state of this country and how it is perceived.  This is a story of a city that rose up to meet a challenge and show its true colors. It is a story of true America and not the one that appears in the news. This is the soul of America and we applaud it.

There is a type of video called a LipDub which is a type of video that combines lip synching and audio dubbing to make a music video. It is made by filming individuals or a group of people lip synching while listening to a song or any recorded audio then dubbing over it in post editing with the original audio of the song. You will soon see the largest and longest LipDub video, to date.

The Grand Rapids LipDub Video was filmed May 22nd, with 5,000 people, and involved a major shutdown of downtown Grand Rapids, which was filled with marching bands, parades, weddings, motorcades, bridges on fire, and helicopter take offs. It is This video was created as an official response to the Newsweek article calling Grand Rapids a “dying city.” We disagreed strongly, and wanted to create a video that encompasses the passion and energy we all feel is growing exponentially, in this great city. We felt Don McLean’s “American Pie,” a song about death, was in the end, triumphant and filled to the brim with life and hope.”

America still lives — at least in Grand Rapids, Michigan! Kudos!


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