Kraft & Leo B want you to #FamilyGreatly

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Kraft research shows that four-out-of-five kids would rather have a great parent than a perfect one.

Kraft research shows that four-out-of-five kids would rather have a great parent than a perfect one.

Today, I was telling a friend that I really want to be a better parent to my daughters, Chloe and Max. Around this time of year, I feel that I somewhat abandoned them when I got divorced and moved to LA. I wonder, how I can help them reach their potential as strong, courageous women?
Apparently, I’m not alone.

Kraft’s two-minute Family Greatly lets parents know that striving for perfection is overrated.

Created by Leo Burnett and launched online Tuesday, the campaign reflects some enlightening results gained from Kraft research: even though eight-out-of-ten parents feel they are under too much pressure to be “perfect,” four-out-of-five kids would rather have a great parent than a perfect one.

“Parents put a lot of pressure on themselves believing there is a perfect, or right, way to family,” said Anne Field, Director of Brand Building for Kraft. “The reality is, there are a billion ways to #FamilyGreatly, and your way, if it’s done with love and conviction, is the best way.”

 

 

This push, directed by David Terry Fine of Little Moving Pictures, really hit me with its genuine touching moments.

There’s nothing spectacular about the cinematography, no effects to speak of, but it touches me more than, say, fifteen Playstation 4 spots I will ever see.

The “Family Greatly” message from the ads will appear on Kraft branded items including Kraft Singles, cheese, macaroni and cheese, dressing, mayonnaise and barbecue sauce. The brand has also invited families to engage with #FamilyGreatly on @KraftBrand Facebook, Twitter, and Instagram channels.

Users will hear from real Kraft parent employees, who will serve as kick-off social media managers and provide genuine, heartfelt responses on behalf of the brand.

 
CREDITS
   Chief Creative Officer: Britt Nolan
   VP Creative Director: Sarah Block
   Creative Director: Brandan Jenkins
   SVP Account Director: Kristina Lenz
   Account Director: Abby Allsop
   Account Supervisor: Madeline Schnur
   Assistant Account Executive: Blair Cooley
   Senior Project Manager: Stephanie Treppler
   SVP Strategy Director: Pushpa Gopalan
   Strategy Director: Lisa Sobillo SVP, Director of Production: Veronica Puc
   VP, Executive Producer: Tom Keramidas
   Senior Producer: Adine Becker
   Production Manager: Anne Carbo
   Talent Manager: Robyn Schwartz
   Senior Music Producer: Alec Stern
   Senior Music Producer: Jocelyn Brown

PRODUCTION
   Director: David Terry Fine
   Production Company: Little Moving Pictures
   Executive Producer: Jeremy Summer
   Producer: Kimi Milo

EDITORIAL / POST PRODUCTION
   Editor (The Colonie): Bob Ackerman
   Assistant Editor (The Colonie): Graham Chapman
   Finish/VFX (The Colonie): Tom Dernulc
   Finish/VFX Assistant (The Colonie): Ben Pokorny
   Colorist (The Mill): Luke Morrison
   Color Assistant (The Mill): Lindsey Mazur
   Color Executive Producer (The Mill): Laurie Adrianopoli
   Color Producer (The Mill): Dan Butler

AUDIO
   Mixer: John Binder – Mixer
   Assistant Audio Engineer, Josh Hunnicutt
   Executive Producer: Tim Konn
   Producer: Louise Rider

MEDIA: Starcom

PUBLIC RELATIONS: Olson Engage

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

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