Moms, Kraft will cover your Mother's Day babysitting bill so you can do whatever the heck you want

Submit your receipts to the company and you'll get reimbursed up to $100

Published On
May 08, 2019

Editor's Pick

If you forgot Mother’s Day is approaching, we’d be surprised since campaigns around the holiday are rolling in fast and furiously by way of muscular mascots, character-filled greeting cards and more. Kraft is now jumping in by recognizing what the day should be about—time for Mom to not be Mom.

The brand is giving away $100 dollars to cover moms’ babysitting fees that day so they can go do whatever the heck they want (and not have to hide in the bathroom to eat that chocolate bar). They just have to submit their receipts through the Kraft "Mother's Day Away" dedicated site between May 12 through May 19, and your reimbursement will be on its way in the mail. The company will be covering fees up to $50,000, which means about 500 lucky madres will benefit from the offer. 

The idea was inspired by data from Care.com that found that what moms want most for Mother’s day is me-time.

“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 in a statement. This campaign aims to give moms across the U.S. “the chance to have what they secretly really want: some time for themselves.”

It’s starting to feel like childcare is becoming a thing in marketing stunts. Previously, dating site Match.com gave free babysitting to its single parent members so they could go out on a date.
Kraft Mother's Day Away

Credits

Date
May 08, 2019
Client:
Kraft
Agency:
Leo Burnett-Chicago
Chief Creative Officer:
Britt Nolan
Chief Strategy Officer:
Emma Montgomery
EVP Executive Creative Director:
Jordan Doucette
SVP Creative Director:
Meg Farquhar
Creative Director Art:
Ryan Stotts
Creative Director Writer:
Pete Lefebvre
Senior Producer:
Britt Godsell
Strategist:
Efrain Bahena
Account Director:
Megan Collins

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