Leo Burnett Chicago aims to give mothers some true time off with new campaign
While Mother’s Day is a great day for appreciation, love and macaroni jewellery, the gift mums secretly really want is some downtime. Kraft wants to alleviate the pressures of motherhood by encouraging them to take some time away this Mother’s Day and will in return cover the cost of a babysitter.
Last Mother’s Day, 75% of mums received cards, 67% received flowers and 55% were taken out to eat. But according to a recent article from Care.com, one of the things a mum wants most for Mother’s Day is alone time. They want time to enjoy long brunches, go to kid-unfriendly restaurants, shop for clothes without having to take the kids into the dressing room, or simply sleep in on a Sunday. Kraft gets that, and, in this campaign from Leo Burnett Chicago, is covering for the babysitter costs on Mother’s Day so they can take some time off.
“Mother’s Day is a day to celebrate Mom in all of her greatness, but we know the holiday doesn’t stop the challenges of motherhood – temper tantrums, sleepless nights and picky eaters,” said Sergio Eleuterio head of marketing for Kraft. “With Kraft ‘Mother’s Day Away’ we are giving moms across the country the chance to have what they secretly really want: some time for themselves.”