Ad campaign theme of mothers who swear is aimed at millennials

We’ll cop to swearing as much as the next blogger, but Kraft Macaroni and Cheese’s new campaign to capitalize on America’s most overrated “holiday” is making us blush a bit.

It features Melissa Mohr, who wrote a book on swearing.

“The reality is that millennial parents today really don’t believe that there is such a thing as perfect parenting,” Rachel Drof, marketing director for Kraft Macaroni & Cheese, tells Ad Week.

Well, I guess they’re in a position to know.

“As we built on that, the role that Kraft Mac and Cheese plays in that is it’s the one thing that no matter what, we can deliver a win for parents because it’s the taste kids love, and we can make it right,” Drof said.


“We thought, ‘What better way to celebrate mom on Mother’s Day than celebrating the perfectly imperfect side of motherhood and give mom a set of tools on this day?’” Drof said.

It’s no Proctor & Gamble.