Condiments that Polarize

I just read an article about Kraft Foods plan to bump up spending on some of its "power brands". One campaign in particular that stood out to me is Miracle Whip's "We're Not for Everyone". As someone to doesn't care much for Miracle Whip, I don't think that this stance harms the brand in any way, it just acknowledges what millions of consumers probably already know. If anything, it will just foster a closer sense of community for those people who do like the product. I commend Kraft on the maturity that comes with the realization that not everyone loves and wants Miracle Whip, and the initiative to go out of its way to make that a selling point.