During the Great Depression, Kraft's mayonnaise sales were slipping. Its solution was to introduce a cheaper dressing and unveil it at the 1933 Century of Progress International Exhibition in Chicago. That was followed by 22 weeks of aggressive advertising that made Miracle Whip the country's best-selling "sorta-kinda-not-really-like mayo" (as the company now describes it) dressing.
Miracle Whip's current marketing campaign focuses on the dressing's controversial reputation. Many people say they don't like it, but they've never tried it, Miracle Whip says, with the slogan: "Keep An Open Mouth."