Efforts to revive the Miracle Whip brand for consumers age 18 to 35 include a placement in a Lady Gaga video and integration in EA's "Skate 3" video game. The brand also is running TV ads created by McGarryBowen, Chicago, building on last year's theme of "We are Miracle Whip and we will not tone it down." The brand reportedly spent $15.3 million advertising in 2009.

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