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.

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