Disclaimer: I’m self-declaring myself a Miracle Whip ‘hater’ and I can’t stand the stuff! This does not, however, translate into a dislike for their advertising campaign.

The folks at Kraft’s Miracle Whip brand are taking an interesting angle for their latest marketing campaign. They’ve hired a number of celebrities (Pauly D? Okay, maybe sudo-celebrities) to disapprove of their brand, forcing consumers to “Take a Side.”

I’ve yet to decide whether or not Kraft has done something brilliant or just shot themselves in the foot – but that’s just it. They’ve picked James Carville (CNN politic contributor and Democratic party strategist) and Pauly D (from MTV’s Jersey Shore) for a reason. Perhaps appealing to America’s slightly-more-intelligent population who find Pauly D’s disapproval positive?

Their campaign is integrated, with the various spots driving traffic to a YouTube site where you can become a ‘lover’ or ‘hater’, a Facebook page and a Twitter account. The YouTube site displays a Twitter stream of voters who are voicing their opinions, and also affords users the opportunity to trade personal data for a free sample or Miracle Whip.