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Special Project

Special Project
From the 10th Annual Shorty Awards

Make It Right, Swear Like a Mother

Entered in Integrated Campaign


As parents, you have one job: take care of your kids. But that's a pretty big job. And sadly, but not surprisingly, no parent is perfect.

Kraft Mac & Cheese – the perennial kid favorite – needed to double-down on being parents' ally. Show parents they're not alone. Normalize 'parent fails' as anything but failures. Because parents are fundamentally well-intentioned. That's why there's Kraft Mac & Cheese. It's a guaranteed win that can make things right when things go wrong.

Strategy and Execution

Kraft launched a new campaign called Make It Right, that celebrated the honest truth that as hard as they try, parents aren't perfect.

The centerpiece was a Mother's Day activation called "Swear Like a Mother," celebrating the 74% of moms who admit to swearing in front of their kids. Kraft enlisted swearing expert Melissa Mohr Ph.D. to suggest alterna-swears for moms to try when the going gets tough. They also offered custom Mac & Cheese cards to thank mom for her foul-mouthed imperfection.


In just nine days, Swear Like a Mother amassed over 4 and a half 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.


Video for Make It Right, Swear Like a Mother

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