CS 05
KRAFT

HOLY SH*T

 

One of the highlights of the work I led for Kraft, was in response to a client request that we develop a brand action that would generate earned media during Q2.

With a successful and long-running campaign we developed around “imperfect parenting,” Mother’s Day seemed a no-brainer. So what could we lean into that would not only get our target engaged, but also the press? (Especially since so many other brands were discovering and leveraging the same “imperfect parenting” insight.)

So we conducted research to find new insights around parents’ imperfect behavior. What we found and decided to focus on, in the words of our client, was either going to get us all famous or fired: the fact more moms admit to cursing in front of their kids than dads. (Now that might be because moms are more honest than dads, but we’ll leave that up to you.)

To tell the story, we turned to the expert (and mother of three), Melissa Mohr, author of “Holy Sh*t. A Brief History of Swearing.” With a great script and even better performance by Melissa, a $50k budget returned almost 1B impressions. Not a bad ROI.