Kraft’s Super Bowl Ad Debut Will Address the Pressure on Parents to Be Perfect

Leo Burnett Chicago will continue brand's Family Greatly campaign

Kraft's Super Bowl ad will follow up the brand's Family Greatly campaign, which featured unscripted moments with real families. Kraft
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Kraft, one of the relatively few well-known consumer brands that has never made an ad appearance in the Super Bowl, will make its debut this year, the company announced today.

The brand’s Big Game ad, created by Leo Burnett Chicago, will follow its Family Greatly campaign, which centered on parents’ concerns about not being perfect.

The earlier long-form ad, released in December, reached more than 5 million views on YouTube and 13 million views overall, according to the brand. In the spot, parents’ insecurities are contrasted with glowing comments from their children about how inspiring and loving the parents are:

Kraft will continue this message in its Super Bowl ad because the brand says it’s a message more parents need to hear.

“The majority of parents today say they feel pressure to be perfect. But what if there was something better than being perfect?” the brand said in a statement this morning. “Kraft believes there’s no perfect way to family and wants parents to take comfort in knowing that as long as you’re doing it with love and conviction, you ‘family greatly.'”

Kraft says it will release more details about the spot as gameday draws nearer. It has not revealed how long the ad will be.

The brand’s parent company, Kraft Heinz, created a hit with its “Weiner Stampede” spot for Heinz Ketchup in 2016, but then sat out 2017’s Big Game and opted to give employees a day off on the Monday after the Super Bowl.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.


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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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