Kraft Featured Real People’s Family Photos and Made Its First Super Bowl Ad in Real Time

Brand took submissions on Twitter and Instagram

Social media users used the hashtag #FamilyGreatly and #KraftEntry on Twitter and Instagram to submit. Kraft
Headshot of Lindsay Rittenhouse

Kraft dropped its first Super Bowl commercial in the third quarter of tonight’s game. It featured real people’s family photos. The 30-second spot, put together in real time, depicted everything you would expect—cute kids, dorky dads, pets, etc.

Kraft began collecting photo and video submissions via Twitter and Instagram at 6 a.m. EST this morning, ending at 8:30 p.m., and selecting the lucky winners for the ad. To submit their photos, participants used the hashtag #FamilyGreatly and #KraftEntry.

When Kraft announced the initiative last week, director of brand building Anne Field said the agency would include as many of the photos it received as it “reasonably can in the time we have.”

The spot is part of Kraft’s larger “Family Greatly” campaign, which centers on parents’ concerns about not being perfect. The longer-form ad, released in December, featured real parents and their kids, with the parents discussing all of the perceived flaws they have in raising their kids before their kids came on and praise them.

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@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.