Services Used

Methodologies Used

Project Deliverables

  • Newsworthy Analysis

The Challenge

Kraft knows that Millennial parents aren’t perfect. And they suspected Kraft Mac ‘N Cheese could be the perfect antidote for everyday parenting fails.

That’s where we came in. We surveyed Millennial parents to discover what kinds of ‘oops’ moments happen on a weekly basis and what parents do about them. More importantly, our Communications Team knew where to look for the stats and stories that could inspire great creative and gain media interest.

The Solution

Kraft launched two campaign waves backed by our research. For the “Swear Like A Mother” campaign, Kraft used our research to create a coordinated set of TV spots, a video featuring a parenting-swears expert, downloadable Mother’s Day cards and even tiny macaroni shaped fail-canceling ear plugs to protect innocent ears.

With #swearlikeamother trending on social and coverage everywhere from mom blogs to FastCompany, the campaign has taken on a life of its own and is poised to become one of the most memorable ads of the decade.

Up Next

Newsworthy Insights for Bank of America


Bank of America Merrill Lynch needed to infuse fresh thinking into their biannual report on the journey to retirement. We helped them generate newsworthy insights and striking headlines for national news coverage.

Innovation Consulting for Burger King


A whopping, rapidly evolving QSR landscape requires Burger King to continually innovate and differentiate their offering. We help them stay relevant when appetites change.

Product Packaging for Mike’s Hard Lemonade


We help Mike’s stay fresh by working with them on everything from flavor profiles, to product innovation, to packaging and advertising.