- Kraft launched a limited-edition model its Traditional Ranch Dressing in new packaging, re-named “Salad Frosting,” as a part of a “#LieLikeaParent” marketing campaign designed to get youngsters to eat their greens, in response to a press launch.
- That includes the tagline “Nobody lies like a parent,” the marketing campaign features a tongue-in-cheek video advert that lists widespread lies mother and father inform their youngsters, like “The internet lady turns off the internet @6pm.”
- Dad and mom may tweet their finest lies with the hashtags #LielikeaParent and #contest to win one in every of 1,500 free samples of the limited-edition dressing in a frosting tube. The competition ends on June 14.
Within the subsequent decade, 80% of U.S. millennials will turn into mother and father, and Kraft and different manufacturers within the packaged meals class are specializing in connecting with this extra digitally oriented client set by way of humor, authenticity and social media engagement. Millennial mother and father are inclined to buck conventional advertising developments with their social media utilization — an element Kraft is clearly making an attempt to capitalize on with the user-generated social media component of the “LieLikeaParent” marketing campaign.
Kraft has seen success with the technique earlier than. A #SwearLikeaMother advert from two years in the past equally made mild of relatable parenting missteps. The marketing campaign, which went viral, featured a humorous video exhibiting a mother utilizing inventive methods to switch curse phrases, like “monkey-flunking.” The advert bolstered a message that folks will be “perfectly imperfect.”
There is a clear pattern Kraft is responding to with these campaigns. A majority of millennial mothers say it is vital for manufacturers to painting genuine parenting, in response to a examine by BabyCenter first reported in Adweek. Millennials usually do not discover conventional “aspirational” parental promoting — suppose a glowing mother cleansing a glowing kitchen, or an ideal dad heading off to his high-powered job — notably resonant, per Adweek.
Whereas Kraft is once more operating with barely edgier message in its portrayal of parenting, “#LieLikeaParent” has courted some backlash. The truth that the inventive asks mother and father to deceive their youngsters has resulted in some unfavorable suggestions on social media, with mother and father questioning why Kraft would need to encourage potential distrust in households, as reported within the New York Publish.
Kraft courting controversy with “#LieLikeaParent” may create the mistaken type of on-line sensation at a tricky time limit for the model. Kraft is hungry for a turnaround after father or mother firm Kraft Heinz in February wrote down the worth of each it and sister model Oscar Mayer by $15.four billion.
The event, which shocked traders on the time, has resulted in an govt exodus at Kraft Heinz. The corporate parted methods with CMO and international model officer Eduardo Luz late final month. CEO Bernardo Hees and head of strategic tasks Eduardo Pelleissone will depart on the finish of June. Amid an ongoing SEC investigation into its accounting practices, Kraft-Heinz lastly launched its annual report on June 7. Kraft-Heinz reported a lack of $10.25 billion for on $26.26 billion in web gross sales for 2018.