Kraft's 'Stick Together' Family Campaign Reminds a Mom What Matters

By: Laura McQuarrie - Feb 28, 2015
References: youtube & marketingmag
As part of its 'Stick Together' family campaign, Kraft Peanut Butter wanted to remind a mother that everything she does is appreciated. Kraft asked the Goldberg family to be part of a documentary, but unbeknownst to Deborah Goldberg, the brand had an ultra special surprise in store for her in store.

As a busy mom who runs a business and still finds time to manage the entire household, her husband and two young daughters collaborated with illustrators and writers to create a special storybook. When the story is revealed to Deborah, it's so heartwarming to see her realize how personal it is. As a follow-up to this family campaign, the brand plans to offer a service where other families can put together custom storybooks about moms for Mother's Day gifts.