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2018 One Show - Public Relations

Swear Like a Mother

Agency CP+B / Boulder + Hungry Man / New York

Client Kraft Heinz
BACK TO RESULTS

Annual ID

OS_PR18056M

About the Work

After years of making Kraft Mac & Cheese for kids, Kraft realized parents may need it the most. Because it’s parents who screw up the most. Kraft launched a new campaign called Make It Right, that celebrated the honest truth that as hard as they try, parents aren’t perfect. For Mother’s Day, they teamed up with swearing expert Melissa Mohr to reassure moms that although 74% of them admit to swearing in front of their kids, it’s all ok. Even if you do, you can make things right again with a bowl of Mac & Cheese. In just nine days, Swear Like a Mother amassed over 4.5 million views, 70 million social impressions, and inspired over 769,000 likes, comments and retweets. All in all, it generated over 387 million impressions worldwide.