After years of making Kraft Mac & Cheese for kids, Kraft realized parents may need it the most. Because it’s parents who screw up the most.
Kraft launched a new brand idea called Make It Right celebrating the honest truth that, as hard as they try, parents aren’t perfect. The campaign began with TV, social and print executions reassuring parents that their best is good enough. You can make it right, if even for a fleeting moment, with a bowl of Mac & Cheese.
For Mother’s Day, they teamed up with swearing expert (and mother of two) Melissa Mohr to reassure moms that although 74% of them admit to swearing in front of their kids, it’s all ok.
In just nine days, Swear Like a Mother amassed over 4 and a half million views, 70 million social impressions, and inspired over 769,000 likes, comments and retweets. All in all, it generated over 387 million impressions worldwide.