The brand behind all those macaroni necklaces is gifting moms what they really want this year: time for themselves.

By Maressa Brown
May 07, 2019
KRAFT spot for Mother's Day.png

May 7, 2019

On Mother's Day, you will likely be showered in macaroni necklaces and other craft projects by your kids, maybe perfume, or a smattering of other thoughtful gifts. But what you'll really want is even just a few minutes of peace and quiet—aka time for yourself. Turns out the company behind those macaroni necklaces truly gets that. With a funny, relatable video, Kraft announced today that they'll be covering the cost of a babysitter for moms everywhere.

"Mother's Day is great for love and appreciation and macaroni jewelry," the mom in the clip explains. But she points out that it's not always the best when it comes to getting moms what they really need: "not being needed." But Kraft hopes that, with their new campaign, they can change that.

According to the company's press release, moms will be able to submit their Mother’s Day babysitter bills of up to $100 per household, and Kraft will pay them. On Mother's Day, mothers can upload their receipts or proof of payment to Kraft’s "Mother’s Day Away" website. They’re also asked to write why they need some time away.

Sergio Eleuterio, head of marketing for Kraft, which allocated $50K to the program, explained, "Mother’s Day is a day to celebrate Mom in all of her greatness, but we know the holiday doesn’t stop the challenges of motherhood—temper tantrums, sleepless nights and picky eaters. With Kraft 'Mother’s Day Away,' we are giving moms across the country the chance to have what they secretly really want: some time for themselves."

The offer ends at 11:59 p.m. on May 19 or while funds remain available.