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This New Kraft Ad Wants To Make All Parents Cry

Parenting is tough and Kraft wants to make you feel better (probably about feeding your kids Kraft Dinner).

This New Kraft Ad Wants To Make All Parents Cry
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What: A new brand campaign from Kraft that pulls the heartstrings to remind parents not to feel guilty about feeding their kids Kraft Dinner.

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Who: Kraft, Leo Burnett

Why we care: Oh, cripes. By now, this formula should be all too familiar. Interview a variety of adults about all their fears, doubts, shortcomings as parents, then show them what their own kids had to say. Gillette’s done it. Dove’s done it. Ikea’s done it. Cue the waterworks. But damn if it doesn’t work (almost) every time.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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