Just in time for Father’s Day, Kraft launched a campaign honoring the sometimes “cheesy” traits of Father’s by gifting five cheese sculptures of dads’ faces.
To enter to win the one-of-a-kind gift, eager sons and daughters had to place a bid on a specially designed eBay page on June 11th or 12th. At closing time, the five winners all parted with over $2,100 to each take home a custom 40-pound block of cheese. All proceeds from the winning bids were donated to Kraft’s partner charity, Feeding America.
Accompanying the campaign is a social push asking cheese-lovers to upload photos of their fathers using #FamilyGreatly and #CheesyIsGreat.
While Father’s Day should always be personal, it can be one of the hardest holidays to shop for due to the struggle of finding a gift that is both purposeful and appreciated. Kraft’s campaign, while definitely lighthearted, adds a meaningful touch to the holiday. The Kraft brand is known for their support of families, especially with the Kraft Mac & Cheese messaging that “it’s ok to be an imperfect parent”. With this activation, the brand is helping children relay that message back to their parents in a way that feels more authentic and unique than the typical pre-packaged liquor gift set.