In its latest gambit to build social engagement in the service of brand awareness and sales, Kraft is giving away samples of its ranch dressing packaged in tubes labeled “salad frosting.”
The #LieLikeAParent contest’s dubious but obviously tongue-in-cheek premise is to help parents get kids to eat salad by fooling them into thinking they’re putting frosting on their greens.
Ranch is already America’s most popular dressing, but Kraft cites NPD Eating Trends data showing that, on average, 75% of kids eat salad only once a week.
The brand also cites data from a 2012 study indicating that 63% of U.S. parents admit to telling “instrumental lies” to get their kids to eat their meals. “Sometimes an innocent, smart lie is just the only way,” asserts the brand.
The campaign, from Leo Burnett, is similar in concept to Crispin Porter + Bogusky's successful 2017 “#SwearLikeAMother” campaign for Kraft Macaroni & Cheese.
Parents can enter to win one of 1,500 samples by sharing their “best parent lies” on Twitter, using #LieLikeAParent and #contest. Winners will be picked based on numbers of likes generated and originality.
The contest is being promoted with a video (below) on social media, as well as through influencers and owned social.