Kraft wants all the stressed out, exhausted parents out there to know that their kids think they’re doing a great job.
At least that’s the premise of its newly launched #FamilyGreatly campaign, which encourages parents to stop putting so much pressure on themselves to be perfect. The campaign’s message is based off of a survey of more than 1,000 parents and 1,000 children that found that eight out of ten parents feel pressure to be perfect, even though four out of five kids would rather have a “great” parent than a perfect one.
The crux of the campaign is a video that features real parents discussing the impossible standards they set for themselves when it comes to parenting. The ad opens with a mother admitting that she strives to be a perfect parent even though she knows no such thing exists. Later in the spot, another mom tearfully says that she always feels like her son deserves more than she can give him.
However, the testimonials from their children that follow tell a different story, as many of the kids interviewed have only good things to say about their parents, with one young boy even eloquently describing his mom as having a “pure heart.” The video was created by Leo Burnett and can be seen by clicking the Creative Works box below.
"Parents put a lot of pressure on themselves believing there is a perfect, or right, way to family. The reality is there are a billion ways to #FamilyGreatly, and your way, if it's done with love and conviction, is the best way," said Anne Field, director of brand building for Kraft, in a statement. "When we first identified this insight, we knew it clearly spelled out what we believe as a brand. When we shared it with families, we felt such power in this universal truth. And as mom of two young daughters and a daughter myself, I couldn't wait to share this message."
The campaign brings all of Kraft’s products, including its macaroni and cheese, salad dressings and line of shredded cheeses, together under one singular brand message. New packaging, which is set to hit shelves in 2018, is also accompanying the overarching brand campaign.