Turning data into a social media phenomenon.

Kraft worked with Kelton’s Communications Practice to uncover the data that turned an interesting idea into pop culture gold. #SwearLikeAMother

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

Kraft launched two campaign waves backed by our research.

Swear Like A Mother
The weeks leading to Mother’s Day are the perfect time to reassure moms that they don’t have to be perfect. With the “Swear Like A Mother” campaign, Kraft unleashed a coordinated campaign with 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 in social and coverage everywhere from mom blogs to FastCompany, the campaign has taken on a life of its own.

Kraft Make It Right
A series of ads highlighting epic parenting fails from CP+B.

What we Did

Newsworthy Polling
Communications Strategy

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