As a parent, one of the most important virtues we can instill in our children is the value of honesty, which is often accompanied by some variation of the words “honesty is the best policy.” This might be the first of many lies we tell them.
Ironically, the truth is, there are moments when honesty just doesn’t work. Have you ever tried explaining the concept of vegetables to a child who knows there are tastier things to eat? It’s a nightmare, and maybe better to just make up a little white lie now and laugh about it when they’re older. Lying isn’t the best example of good communication, but it’s an unspoken fixture in parenting.
Understanding this, Kraft and Leo Burnett want to help parents lean into the habit with their newest campaign, #LieLikeAParent. With a cake icing pouch and a little clever rebranding, an old favorite like ranch dressing becomes kid-friendly “salad frosting.” It’s a benevolent brand of deceit.
“Innocent lies parents tell their kids help alleviate the pressures of everyday parenting, and if it gets kids to eat their greens, so be it,” says Sergio Eleuterio, head of marketing for Kraft. “Simple, innocent lies are not only part of parenthood, but a true tactic used by parents everywhere. Kraft Salad ‘Frosting’ is one lie you won’t feel bad telling your kids.”
#LieLikeAParent is a multimedia effort that includes a contest for the chance to nab a sample of the limited edition “frosting.” Parents across the country are asked to share their best parental lies on Twitter using the tags #LieLikeAParent and #contest. Kraft will select 1,500 winners based on likes and originality.
Kraft’s contest also serves as a fun, safe space to share the less-than-perfect aspects of parenting while positioning their product as the centerpiece of the discussion.
Would “Salad Frosting” ever actually work? It’s unlikely, but at least parents can come away with the comfort that they tried absolutely everything they could to give their kids the best. After all, we lie with love.
Head of Marketing, Brand Building: Sergio Eleuterio
Senior Associate Brand Manager: Sam Soltau
Senior Associate Brand Manager: Abby Allsop
CCO: Britt Nolan
CSO: Emma Montgomery
ECD, Creative Director: Jordan Doucette
Creative Director, Art: Ryan Stotts
Creative Director, Copy: Pete Lefevbre
Copywriter: Adam Bedol
Art Director: Kai Foo
Account Director: Megan Collins
Strategist: Efrain Bahena
Senior Producer: Britt Godsell
Production Designer: Marissa Stewart
Media Associate Director, Maddie Watkins