For years, advertising has portrayed mothers as pristine, personality-less figures whose primary roles consist of joyfully preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s latest advertisement serves as a counterpoint to the typical depiction of mothers. The ad features Melissa Mohr, Ph.D., a “swearing expert” who authored the book “Holy Sht: A Brief History of Swearing.” She provides humorous alternatives for swearing in front of children, such as “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash a series of expletive-laden outbursts. Kraft’s underlying message is clear: nobody is perfect, not even moms.
This campaign stems from consumer research indicating that nearly 75% of millennial mothers admit to swearing around their children. Kraft may also have drawn inspiration from studies showing that millennial moms are well-educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the ideal of the flawless, all-capable mother. This demographic is incredibly influential, yet marketers might be neglecting them. A report from marketing agency Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Overlooking this audience means missing out on a highly connected consumer base: the same report states that millennial moms maintain an average of 3.4 social media accounts, with 74% reporting that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad and the social media buzz, including the hashtag swearlikeamother, suggest that Kraft has tapped into a compelling social commentary. However, the ultimate goal remains to increase sales of its mac and cheese. By integrating its signature product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available—despite recent reformulations. Nevertheless, they are convenient, children enjoy them, and they taste good, making them a practical choice for busy families. Interestingly, Kraft’s mac and cheese may even be fortified with calcium citrate, containing 333mg per serving, appealing to health-conscious parents. This pragmatic approach, combined with a touch of honesty, could resonate with consumers looking for relatable and realistic representations of motherhood.