Come on Kraft. Are you for real?

Not that long ago, I wrote about Andrew Scheer and his laments about his picky eater son. But then I saw this commercial by Kraft and I had to ask: just what is going on? This commercial brought up so many different issues from parenting styles and picky eaters to what is wrong with food companies.

How could anyone have actually approved this commercial? It is wrong on so many different levels.

Does Kraft actually think that this kind of advertising will sell parents on what to make for dinner? Or is this commercial aimed at kids to tell them that they can eat what they like? If it is aimed at kids and if the Senate of Canada had passed the Child Health Protection Act, (which they let die) would we see this kind of advertisement? (I was going to call it something else but sensibility prevailed and I decided not to swear!)

What is wrong with Kraft? I thought they were way off track with their #LieLikeAParent campaign where they introducied their Kraft Salad “Frosting,” – its Kraft Classic Ranch Dressing disguised in a frosting tube.

But now I’ve seen this.

Is this how kids are supposed to behave when they want something different for dinner? If the boy was allergic to fish, then obviously the parents would not cook it for dinner. But for the parents to make another dinner to please this boy (after his behaviour) is nothing less than shocking. Or maybe I should be saying that for a Kraft to say that parents should make another dinner to please their children is nothing less than shocking.

Anyone with kids knows that preparing healthy meals that everyone will like can be a difficult task indeed. I’ve written about this before including the fact that learning to be a healthy eater is a process. It doesn’t happen overnight just as teaching our kids about moral values (kindness, honesty etc.) is something that doesn’t happen in a flash. In some cases of extremely picky eating, consulting a registered dietitian can be extremely helpful.

It takes work on the part of parents. It also takes patience. It is our responsibility, though, as parents to teach kids about healthy food choices but also about respect. How respectful is it for a child to make like they’re going to barf because you have prepared something they don’t like?

There’s no doubt that kids go through stages where they may hate the food that you’re preparing but hopefully over time, they will learn about healthy eating. Scientific research shows that it can take 20 exposures or tastes of a food for a disliked food to become tolerable. Who knows-it could even grow to be a favourite at some point.

Check out my Instagram post about this very topic: my daughters and healthy eating. I still laugh about the email where I asked my daughter to prove her identity to me.

Posted @withrepost • @cdnfoodfocus “Being a parent myself provided me with a huge amount of knowledge which I could use in my practice as a dietitian. And one of the most important things that I learned from my kids-two daughters – was that healthy eating is a process. Most children are not born loving only foods that are healthy.While this salad of peaches, cherry tomatoes and corn with herbs, was a collaborative effort between my older daughter and I, this wasn’t always the case. When my daughters were young, particularly when they were teenagers, they weren’t crazy about the fact that I was a dietitian because of my role in recipe testing. They would endlessly lament as to why they couldn’t have a “normal” mother. While they did appreciate eating foods such as pesto well before their friends knew what it was, there were times when they asked why they had to eat my “work” when their friends were eating dinners such meat, potatoes and two vegetables. One day after school when they walked in, they were not happy to smell the aroma of cilantro. I was testing a rice bean bake with kidney beans, tomatoes, onions, brown rice – well you get the picture- end it was to be topped off with cilantro.As they were teenagers, they certainly let me know that this was not what they expected for dinner. In any case, as I was not a short order cook, and I always insisted that they taste what I had made, they ate under protest. At the same time, they also we’re learning their way around the kitchen as well.I did not give up on them and one day my patience was rewarded. My older daughter was overseas at university for a year and I got an email from her asking for the recipe for the rice-bean bake.In my email back to her, I asked that she prove her identity as I believed that an imposter had taken over her email. To prove her identity, I asked why she wanted this recipe.She gave me a number of reasons including that she now liked the dish, it was very filling and it was economical.We did share a good laugh about it the next time we spoke. And by the way, they both now love cilantro and use it liberally.”⁣ 📷: #CdnFoodFocus contributor @rosieschwartz Follow her profile for more #cd

A post shared by Rosie Schwartz (@rosieschwartz) on


What are your thoughts about this Kraft commercial?

Tags: , , ,

Categories: Children's Health, Rosie's Rants

Author:Rosie Schwartz

Rosie Schwartz is a Toronto-based consulting dietitian and writer.

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3 Comments on “Come on Kraft. Are you for real?”

  1. August 11, 2019 at 10:12 am #

    My thoughts exactly!

  2. Dixie Burge
    November 1, 2020 at 1:43 am #

    The newer Kraft commercials are even worse than this one. Children behaving badly seems to be the norm in their ads now, like the little girl who says she will sleep at the table before she eats what she has been given. Or the little girl running away from her mother, who is chasing her through the house with a forkful of food. I can’t imagine my parents putting up with disrespectful behavior like that. What has happened to commercials? Children behaving badly, children throwing up in commercials, the “mother of the year” who is more interested in her cat than in her child who has fallen and is bleeding. In other words, all those commercials I despise!

    • November 2, 2020 at 3:55 pm #

      Dixie, I wholeheartedly agree with you! I really don’t understand how they have commercials like this. It certainly appears that they think that children behaving in this way is the norm. It is sad indeed.

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