Kraft’s “Calling All Families” advertisement went with a focus on family at the NFL’s Super Bowl. Kraft planned to forgo the more traditional route of using celebrity cameos or funny skits. Rather, the company went with showcasing real people. Kraft has placed an emphasis on families since December, an effort built on research showing mealtime brings families closer together.
On social media, many were commenting on how Kraft used family as a verb. Many were not impressed with how Kraft turned the noun, “family” and made it a verb for their Super Bowl commercial.
How did this commercial happen? Users on social media uploaded their content to Twitter and Instagram during the game with the hashtags #FamilyGreatly and #KraftEntry. “Show Kraft how YOU family— capture how you dance, how you snuggle, how you cheer,” Kraft said.
“We’re calling on all families, families like yours—however you define it—to show us all the great ways you family. Because as long as you do it with love and conviction, there’s no one right way to family,” said Anne Field, director of brand building.
The spot is 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.
What did you think of the Super Bowl commercial? Let us know in the comments section.
Super Bowl Commercials Social Media Reactions
If you can get away with the brand name being Kraft with a K, you might as well try family as a verb…
— Braden Kopf (@LegendaryBraden) February 5, 2018
— Micole Kaye (@socialmicole) February 5, 2018
About your Super Bowl ad?
“How you family”?
Really?!? Family’s a verb now?
Just in case you were wondering.
— Rose (@breannarose1) February 5, 2018
— Jasmine Lipford (@JasmineCie) February 5, 2018
Yo @KraftBrand , you’re commercial was too basic to spend that type of money on. I’m buying Kroger brand from now on
— Buddy Varner (@BuddHEAVY) February 5, 2018
Shoutout to Kraft for the most creative commercial.
— Brad Chandler (@bkchandler) February 5, 2018
— Dzintars Grinfelds (@Dzintars_G) February 5, 2018
The Super Bowl is the annual championship game of the National Football League. The game is the culmination to a regular season that begins in the late summer of the previous calendar year. Normally, Roman numerals are used to identify each game, rather than the year in which it is held. For example, Super Bowl I was played on January 15, 1967, following the 1966 regular season.
The sole exception to this naming convention tradition occurred with Super Bowl 50, which was played on February 7, 2016, following the 2015 regular season, and the following year, the nomenclature returned to Roman numerals for Super Bowl LI, following the 2016 regular season.
Photo Credit: Kraft
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Author: Shawn Rice