Canada’s Maple Leaf Foods has fashioned itself as mum’s ally this Mother’s Day with a collection of mum jokes that don’t mock or disparage. The campaign, Better Book of Mom Jokes, by Sid Lee “turns something mean into something meaningful” the brand stated.
The new jokes include:
- Your mom’s so trustworthy, recipes never hide their secret ingredients.
- Your mom’s so energetic, caffeine relies on her to get through the day.
- Your mom’s so comforting, soup asks her for a warm hug.
The jokes are a creative way to offer thanks to mums on Mother’s Day and beyond that a decent attempt at removing the disrespect that perpetuating nasty jokes causes.
The campaign leads with a video in which children read out the new jokes and a downloadable book, available here.
Maple Leaf Foods Better Book of Mom JokesSid Lee Maple Leaf Foods Better Book of Mom JokesSid Lee Maple Leaf Foods Mothers' Day
