Maple Leaf Foods Makes 'Yo Mama' Jokes Wholesome in Heartwarming Campaign

Maple Leaf Foods is giving "yo mama jokes" a positive spin in a heartwarming new campaign to honor all the hardworking moms during Mother's Day.

In the 80-second spot "Better Book of Mom Jokes," kids take turns sharing cute excerpts from a book of jokes to show how amazing moms are — turning something mean into meaningful.

 

 

 

 

 

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"Your mom's so trustworthy, recipes never hide their secret ingredients," one kid shares.

"Your mom's so energetic, caffeine relies on her to get through the day," another says. 

The advert ends on an uplifting note, with all the kids taking their turns to tell their moms they love them.

One With the Moms

Made together with the agency Sid Lee, Maple Leaf Foods' latest Mother's Day initiative aims to give a positive twist to the popularly derogatory genre of jokes.

Sid Lee's Associate Creative Director Alex Bird explained that the brand is constantly on the lookout for opportunities to show their support for parents. 

 

 

 

 

 

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The Better Book of Mom Jokes, which was used in the company's advert, is also available in a digital version. 

"We’d love to get a physical copy of the book out in the future," Bird shared.

Meanwhile, Maple Leaf Foods VP of Brand and Marketing D’Arcy Finley expressed enthusiasm for the launch of the campaign. 

"This concept underscores our commitment to celebrating motherhood and is intended to rewrite how we talk about moms–paying respect to the strength they show," Finley concluded.

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