Miracle Whip

Saturday April 3rdCondiments Category


I’m a hard-core mayo girl.  Not that I eat it all the time (although I wish I could) but when I do, I go for the real deal.  Reduced fat or “lite” mayo just doesn’t taste the same and for the number of times I use it, which isn’t much, I figure it’s worth a few extra calories for the awesome taste of real mayo.   I remember I was as a friend’s house when I was a kid and we were making sandwiches and she only had Miracle Whip and I just assumed it was mayo but when I tasted it, it was NOT mayo – AT ALL, it was just gross to me.  I was so confused, I said “That doesn’t taste like mayonnaise!” and she said “No, it’s not mayonnaise,  it’s salad dressing” and I thought “What?  Salad dressing? This doesn’t look like anything you put on a salad…what??”  I was so confused and just steered clear of Miracle Whip ever since then.
I will say though that I did always like the label and for that reason, I wish I did like it but, I don’t.

So here we have a triple-header!   The first image is from an 1985 ad, I like it because it looks a little mysterious with the lighting used.  I also like the label, I think the scalloped edges of white, light blue and a darker blue work nicely. I always associated that with a slice of bread, but looking at it now, it doesn’t look like a slice of bread at all.  I also think the dark blue edging around all that works nicely and the red color and type of font used for “Miracle Whip” makes the name stand out effectively.  Overall, it’s very well recognizable label.

The Miracle Whip in the middle is one I bought two weeks ago.   To me the cartoonishfont  and the cloud-like outline makes it look  like candy or a jar of fluff.  Even the shape of the jar looks more youthful.   I do like that they kept the color theme pretty much the same.  There’s the ascending (or descending ,depending on how you’re looking at it) outlines of blue around the title which is in the red font.  Gone is the declaration of this product being recognized as “salad dressing”, it’s just “dressing”, and the red text box in the upper left reads “New & More Amazing!” (that’s okay, thanks)

So then last week I went to the store and what you see to the right  was on the shelves.  I can’t keep up with these guys!  I’m not sure if this is a design that’s only for squeeze bottles, but this was all they had to offer. It’s not so much the abbreviation “MW” that I’m not feeling, but the font and how the letters connect.  Plus if it still reads “Miracle Whip” on there, why bother with the MW, but I guess so maybe you could recognise it from far away?  Again, kudos for keeping the color theme (which I think still works great) and for reading my mind from 25 years ago and making the blue outlines in the shape of a slice of bread.  I guess I was ahead of my time! I think that’s the only thing I like about the newest version.

I know their latest ad campaign was promoting Miracle Whip as a cool, hip alternative to mayonnaise that young people use but the “MW” doesn’t feel right.
But then again if I told Kraft that they’d just say “Oh Michelle, don’t be so mayo“.

Miracle Whip: Old, New or Newest?

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  1. Kevin Swope
    April 3, 2010

    I grew up on this stuff–not sure why, that’s what my mother always got. I didn’t realize it wasn’t actually mayonnaise until I was like 20!

  2. janetha
    April 4, 2010

    wow! this blog is so entertaining :) i am going to link back to you in my next post!

  3. Melissa
    April 4, 2010

    I have never tried Miracle Whip before – I have just never understood it. I understand mayonnaise, and I understand salad dressing – I do not understand Miracle Whip. Anyway.

    I chose the old version, even though I’m not too keen on any 3 of the designs. The newest is the absolute WORST package design I have seen in a long time – wow… it is horrid. That MW has got to go. And what is with that whole off-center hunk of bread? NO… no.

    The middle version is alright. I think it would be better if they made the logo straight and centered instead of slanted as it is. Also, it would be nice if they used a dark blue border or something along the edges of the label – it just seems like there is too much white.

    My pick is the old jar. It looks clean to me – my eyes are drawn to it.

  4. Elaine L.
    April 9, 2010

    I agree & don’t get the whole Miracle Whip thing, but I do like the vintage 1985 container the best.

  5. Kristen Potter
    April 10, 2010

    I prefer the middle container. It represents the product and it makes it feel like a pretty-looking jar. The older one just looks minimalistic and the new squeeze-bottle one just seems they were trying to package the whole thing and failed.

  6. Jake
    April 11, 2010

    I just watched a commercial and it looks like the “MW” is supposed to represent the pattern one would squeeze the Miracle
    Whip onto a sandwich, thus explaining the abbreviation and how it is “on” a piece of bread.

  7. Nightdragon
    May 7, 2010

    The old one, definitely! The newer one tried to appear “fluffy,” as if it was trying to be a jar of marshmallow Fluff, and the newest is dreadful — I don’t like that “MW” at all or the way the label’s dimensions seem to yawn as if to fit it in, it’s not at all pleasing to the eye.

  8. Aimee
    September 27, 2010

    The reason you think of a piece of bread with the first bottle is because that was in the commercial from back then. They had a piece of bread spread with the Miracle Whip, then they would fade to the label.

    I am loving this blog. I’m definitely a retro label girl.

  9. Suds
    April 10, 2011

    I was always the same way about the “salad dressing” part too. Now I realize they probably meant tuna or chicken salad, not a lettuce/tomato salad. I was about thirty years slow picking up on that.

  10. Evidentress
    August 3, 2011

    I prefer the oldest design here. That intriguing shadow you refer to is what my boyfriend and I have coined the “Dark Food” look…(c) 1997 Shannon & Mick … It was very popular from the mid-60s until the early-mid 80s. Look at cookbooks and women’s magazine from that era and you will see what I mean. It gives you the feeling that this Miracle Whip was served on the tables of the Naugahyde button-tufted booth in the back of a Red Lobster or Steak and Ale (c 1970).

  11. Evidentress
    August 3, 2011

    Also, the set of The Galloping Gourmet was very “Dark Food”.

  12. Kevin
    December 17, 2013

    I love Miracle Whip — always have.

    Although I like the look of the oldest package better, the newest one is the most practical.

    It’s much easier to squeeze the product on a sandwich than it is to spread, and you don’t have to dirty a knife to do so.

    The “MW” logo is an outgrowth of the package — the new bottle can be kept with the cap on top or on the bottom (so the product is ready to dispense), and so the logo looks the same no matter which way you store the bottle.

    But no matter which container you use, the stuff remains Miraculous to me!

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