Miracle Whip Jumps On Lady Gaga Bandwagon

Miracle Whip has jumped onto the Lady Gaga marketing bandwagon in a bid to cultivate a "snappier" image, to appeal to young people. Its new packaging debuted in Lady Gaga's new Telephone music video. It's unclear how much parent company Kraft had to "spoon" over.

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RENEE MONTAGNE, host:

And out last word in business today is miracle marketing, and another brand that's jumped on to the Lady Gaga bandwagon - sandwich spread Miracle Whip. This classic spread mayonnaise alternative is trying to cultivate a snappier new image to appeal to young adults who might remember the brand from their childhood. So the company came up with new packaging and it debuted in Lady Gaga's new music video.

Miracle Whip wasnt among the products lucky enough to appear in the video for free. It's not clear how much the company had to pay, but Miracle Whip has been going all out to boost its brand. Ad Age magazine notes that its advertising budget jumped last year from $47,000 to more than 15 million.

And that's the business news on MORNING EDITION from NPR News. I'm Renee Montagne.

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