Kraft Delivers the Ultimate Mother’s Day Gift to Stressed Moms: A Babysitter

The brand will reimburse bills so tired parents can unwind and enjoy some downtime

The babysitting bill is on its way to Kraft. Kraft Heinz
Headshot of Erik Oster

Forget the flowers. Ditch the chocolate. A day at the spa? Pfft. Kraft knows what mothers really need this Mother’s Day: some time off.

Let’s face it, macaroni jewelry and handmade cards are nice and all, but they don’t compare to the prospect of a little alone time.

Aware of this universal truth, Kraft will cover the cost of a babysitter for Mother’s Day. The brand introduces the offer in a 60-second ad titled “Kraft Mother’s Day Away” from Leo Burnett Chicago.

An overworked, stressed out mom fantasizes about doing precisely what she wants to do, including brunching at a “kid un-friendly” restaurant or simply spending five minutes alone in her car “in complete silence.”

Really, is that really too much to ask? While the endeavors for some time away from the kids is something, it’s also a well-earned “gift of nothing.” It’s a relatable dilemma, and the idea of a babysitter without the associated cost is undoubtedly an enticing one to moms everywhere.

The process is simple: Hire a babysitter, submit a Mother’s Day babysitter bill at the brand’s microsite between May 12 and May 19, and Kraft will reimburse the cost. And somewhere in between steps one and two, moms can enjoy the sweet sounds of silence, the ambiance of a restaurant that doesn’t serve chicken fingers or just a few hours without Paw Patrol blaring in the background.

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@ErikDOster Erik Oster is an agencies reporter for Adweek.