The Miracle Food TV Spots

At the risk of fueling one of the most negative  threads on the CDR, I can’t resist posting this ad (apologies for the poor quality, this is the only version available for our use): A screen shot from themiraclefood.ca was posted here a few weeks ago with no further explanation from us. At first, there was no response, but a few days later the comments started. Since then it’s been a steady stream of people who seem genuinely offended by these commercials – so offended that just a screen shot of the web page is an opportunity to vent.

Maybe I’m missing something, but I find it hard to believe that people are that upset by these commercials. Aside from the pleasantly acerbic tone, there’s nothing particularly edgy or controversial here. Still, the comments seem to be authentic (each comes from a unique author at a unique IP address). It’s always difficult to completely rule out trolls and this could be part of a well orchestrated guerrilla marketing initiative, though that seems a little out of character for this campaign. As Jess Sloss pointed out on Social Squared, the miracle food website and campaign as a whole (or lack thereof) seems to be missing a lot of the marketing components we’ve come to expect from this type of campaign – *no official youtube uploads, no social media component and no ownership. Video blogger John Doody goes one step further, suggesting that the campaign is so badly done that it must be intentional – an elaborate fake/marketing test. Not sure that this is the story either, but there’s definitely something going on.

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