Kraft Heinz’s Kraft and Maxwell House brands are looking to win some goodwill with Mother’s Day promotions designed to spotlight moms’ hard work and give them a break.
Kraft is encouraging moms to take some time for themselves by offering to pay for their babysitter bills.
To be reimbursed, moms can upload their Mother’s Day babysitter receipts (for up to $100) on the brand’s “Mother’s Day Away” site. Kraft will reimburse a total of $50,000. The offer ends at 11:59 pm ET on May 19, or while funds remain available.
Kraft is promoting the offer with a video on social media that features a mom talking longingly about what she would do with a few hours off.
Kraft is also encouraging moms to share about how they’d spend their day, by posting on the social channels of Kraft and its mac and cheese and singles products.
Meanwhile, Maxwell House is honoring moms’ “invisible” labor — meaning the never-ending “to-do” lists that moms juggle to take care of their families — with a special video and a pop-up store.
For the video being featured on Maxwell House social channels (below), expectant mothers were invited to a class, then surprised by videos of their own moms talking about their experiences with labor and raising children — capped by a surprise live appearance of the soon-to-be-grandparents.
Maxwell House is also sponsoring a pop-up Mother’s Day store in New York City (138 Wooster St.), where kids can stop by to send a personalized card or call or video-chat with their moms.
In addition, the brand is running a Times Square billboard and a Sunday New York Times ad for the holiday.
VaynerMedia is the lead creative agency for the campaign.