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If you've never taken time to think about how Miracle Whip has affected your relationship with your current or former significant other, now you might want to give it some thought.
Miracle Whip's owner, Kraft Foods, has launched a YouTube contest asking people to submit 60-second videos about how the condiment has affected their relationship, for better or worse.
In the promotional video, a priest and an attorney take on devil and angel-like roles, encouraging married couples to share "how a simple spread can hold your relationship together," or "pull you apart."
Before you start questioning why in the world you'd team up with your ex to make a YouTube video about how some goopy condiment ripped your relationship to shreds, consider the winning prize: $25,000.Story: Sauce of inspiration: Ketchup goes artisanal
The YouTube contest comes on the heels of Miracle Whip launching its "Take a Side" campaign earlier this year. While many companies may say there is no such thing as bad PR, Miracle Whip has actually embraced this attitude by making their tagline "We're not for everyone." Celebrities like Jersey Shore's Pauly D (who hates Miracle Whip) to CNN's James Carville (who loves Miracle Whip) have been interviewed for the video advertisements.
In the campaign's most recent video posted last Friday, a couple in full wedding getup discusses their love/hate for Miracle Whip. The groom says if his family, who loves the condiment, came over to visit, he'd probably buy some just to spite his wife. The bride cuts him off with a "don't start with me" and finishes with a passionate, "But if it came between the two, I'm sorry but his family is going to suffer."
Whether you're disgusted by the shameless campaign or impressed by its sheer genius, there's no debating Miracle Whip's power of being contradictory in the noisy world of social media marketing.
© 2013 msnbc.com