First, Colbert slammed Miracle Whip's lame ad campaign.
Then Miracle Whip announced they would be fighting back... with irony
And last night, Miracle Whip aired these ads during Colbert Report, basically winning an advertising coup by getting in on the joke. Colbert made this quick comment about the "feud" at the top of the show.
I don't buy MW, I barely eat mayo, and I generally detest advertising -- but this is an incredibly smart and pop-culturally savvy move, and the ads turn out to be legitimately funny. Kudos.