PITTSBURGH and CHICAGO,
Dec. 12, 2017 /PRNewswire/ --
Kraft has served American families for over 100 years with
foods that fit their lifestyle and how they family. Now for the
first time ever, Kraft is bringing its family of products
together to speak with a unified purpose to support today's modern
families.
Kraft studied the pressures parents face today, and found
that 8 out of 10 parents feel they are under too much pressure to
be "perfect." But Kraft believes parents don't have to be
perfect to be great … and their kids agree: 4 out of 5 kids
would rather have a great parent than a perfect one1.
Through the brand's new #FamilyGreatly campaign, Kraft shows
there is no one right way to family as long as people do it with
love and conviction.
Kraft will shine a light on the lives of real families
throughout the campaign, starting with a powerful new video that
raises awareness of the pressures parents face. In a surprise
twist, it shows these real parents that no matter what, in their
kids' eyes, they're better than perfect … because they're
great.
"Parents put a lot of pressure on themselves believing there is
a perfect, or right, way to family. The reality is there are a
billion ways to #FamilyGreatly, and your way, if it's done with
love and conviction, is the best way," said Anne Field, Director of Brand Building for
Kraft. "When we first identified this insight, we knew it
clearly spelled out what we believe as a brand. When we shared
it with families, we felt such power in this universal truth. And
as mom of two young daughters and a daughter myself, I couldn't
wait to share this message."
Kraft will feature real families in lieu of professional
actors in digital videos and upcoming Kraft brand television
commercials. The #FamilyGreatly purpose will extend on social media
with @KraftBrand social channels and appear on shelf with new
packaging for Kraft Singles, Kraft Natural Cheese,
Kraft Mayo, Kraft Salad Dressing, Kraft BBQ
Sauce, and Kraft Macaroni and Cheese that will be available
nationwide starting in early 2018.
Kraft invites families to engage with #FamilyGreatly on
social media, sharing the realities, joys and challenges of family
life on @KraftBrand Facebook, Twitter and Instagram channels.
Participants will hear from real Kraft parent employees, who
will serve as kick-off social media managers and provide their own
genuine, heartfelt responses on behalf of the brand.
For more information on the Kraft #FamilyGreatly
campaign, visit www.FamilyGreatly.com.
About Kraft
Since JL Kraft first began selling cheese in 1903, the brand has
expanded throughout the years from Kraft Natural Cheese to
include Kraft Macaroni and Cheese, Kraft Singles,
Kraft Mayo, Kraft Salad Dressing, and Kraft
BBQ Sauce. Today the brand continues to offer products that help
bring the whole family together with foods the please everyone at
the table.
About The Kraft Heinz Company
The Kraft Heinz Company (NASDAQ: KHC) is the fifth-largest food
and beverage company in the world. A globally trusted producer of
delicious foods, The Kraft Heinz Company provides high quality,
great taste and nutrition for all eating occasions whether at home,
in restaurants or on the go. The Company's iconic brands include
Kraft, Heinz, ABC, Capri Sun,
Classico, Jell-O, Kool-Aid, Lunchables,
Maxwell House, Ore-Ida, Oscar
Mayer, Philadelphia,
Planters, Plasmon, Quero, Smart Ones
and Velveeta. The Kraft Heinz Company is dedicated to the
sustainable health of our people, our planet and our Company. For
more information, visit www.kraftheinzcompany.com.
1 This survey was conducted between November 21-25, 2017 on behalf of Kraft by
Toluna, a leading digital global insights firm.
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SOURCE Kraft