Kraft wants to put your family photos in its first-ever Big Game ad.
The packaged foods brand revealed today in a teaser video (below) that instead of featuring celebrities like Missy Elliot, Bill Hader and Danny DeVito, it’s calling on “real families” to participate in its 30-second Super Bowl spot. Kraft wants photo and video submissions via social media; it will select a few lucky winners to be included in the commercial, which will air during the second half of the Super Bowl LII on Feb. 4.
Handled by Leo Burnett Chicago, the ad will be put together in real time, and it’s opening up submissions on Super Bowl Sunday between 6 a.m. and 8:30 p.m. eastern. If you want your family photo to be considered, share them during that time via Instagram or Twitter using the hashtag #FamilyGreatly and #KraftEntry for the chance to show your family to about 111 million people (according to last year’s Nielsen’s estimates).
“We want to see a broad array of all the ways people ‘family’ on game day,” Anne Field, Kraft director of brand building, told Adweek. “We’re giving the stage to real families. You could be in it. No matter who you are. No matter how you ‘family.'”
When Field uses the noun family as a verb, she means the way in which people show how their families uniquely interact. She explained, “How you dance, how you cheer, however you ‘family’ is great in our eyes.”
Field added Kraft will put as many photos in the Super Bowl LII ad as it “reasonably can in the time we have.”
The spot will be 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; the parents first discussed all of the perceived flaws they have in raising their children before their kids came on screen to praise them.
To garner participation in the Super Bowl spot, Kraft said it will support its Family Greatly campaign with social, digital and broadcast buys today through Sunday. That support includes a pre-game TV commercial which will air right before kickoff to remind families of the initiative.
The overall Family Greatly campaign was born from the brand’s desire to reconnect with its consumers and also distinguish Kraft brands, such as Kraft Macaroni and Cheese, Kraft Singles and Kraft Salad Dressing, from the larger Kraft Heinz parent company, according to Field.
“We spent a lot of time getting to know consumers and listening to what matters to them now,” Field said. “We found this tension, and people thinking there’s a lot of pressure on them to be perfect … Because the [Kraft] brand has been around for so long, it’s often been a part of the theme that might have put that pressure on people. It was around when there was this stereotypical family dynamic.”
Kraft has been selling cheese since 1903, so it certainly passed through the evolution of the stereotypical American family—including the 1950s Leave it to Beaver version, featuring the domesticated wife taking care of her two wholesome children and breadwinning husband.
“We have continued to change and evolve for the modern family,” Field noted.