Kraft Wants You to 'Swear Like a Mother'

Posted 5/10/2017 3:12:51 PM
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Send To: Michael.Mullen@kraftheinzcompany.com
Subject: Kraft is offending a large percentage of your potential customers



As a mother and a member of OneMillionMoms.com, I am highly offended by the Kraft Macaroni and Cheese “Swear Like a Mother” ad currently airing. This commercial is disrespectful to me personally and to my family.

Kraft is copying a form of media that is intended to be naughty and catchy, but it should be avoided if a company is concerned about its reputation. Most companies are honoring mothers for all the good they do, but Kraft is insulting and offending its target market instead.

It is never a good business practice to offend a large percentage of your potential customers, and this ad does just that. Moms don't talk that way in real life. And I'm not going to endorse products that use this tactic.

As a consumer, I ask you to please pull your inappropriate “Swear Like a Mother” commercial immediately. My family and I do not talk like this, and everyone knows children repeat what they hear. I encourage your company to make more professional marketing choices in the future. My decision to purchase your products depends on it.

I look forward to hearing from you regarding my concern.
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Kraft Macaroni and Cheese has decided to recognize mothers in the most bizarre way this Mother’s Day. Kraft is following a trend in crude commercials and decided to air a commercial that includes foul language or bleeping and similar sounding substitute words instead of curse words.

Most companies are honoring mothers for all the good they do, but Kraft is insulting and offending its target market instead. If Kraft didn’t want to be mushy or sappy with their latest ad that is fine, but there are a million other ways to have a humorous commercial without insulting moms all across the country.

In this commercial (DO NOT watch video clip of ad while children are around), Kraft is “celebrating” mothers who swear in front of their children. Kraft suggests alternate-swear words for moms everywhere to make things right. And if they don’t, there’s always Kraft Mac & Cheese.

In the ad, a Mom who identifies as a Ph.D. “swearing expert,” says that 74% of moms have admitted to swearing in front of their kids. She then offers replacement swear words for moms to use, but in practice shows that moms use real cuss words.

Not too long ago, a major study and book, CURSING IN AMERICA, showed that less than 7% of Americans curse on the job and less that 12% curse in their leisure time. This study conflicts with the Kraft statement.

“Obscene stories, foolish talk, and coarse jokes—these are not for you. Instead, let there be thankfulness to God” Ephesians 5:4.

Kraft’s “Swear Like a Mother” ad is irresponsible and offensive. We all know children repeat what they hear. Is this really what Kraft thinks of us moms? Kraft just disrespected mothers on our holiday. It is never a good business practice to offend a large percentage of your potential customers, and this ad does just that.

TAKE ACTION

Please contact Kraft through our website and ask the company to pull the current “Swear Like a Mother” ad immediately! Also, encourage Kraft to be more responsible in future marketing campaigns. If Kraft wants our business, it must no longer use foul language or anything resembling it in its ads.

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