East Hanover, NJ — Mondelēz International, Inc.’s Ritz carcker brand is collaborating with the National Foster Parent Association to recognize foster moms and dads through a campaign titled “Foster Welcome” this Mother’s Day and Father’s Day. The company says the campaign is the next iteration of the brand’s purpose platform, “A Taste of Welcome,” which aims to promote inclusivity and a sense of belonging by recognizing underrepresented groups of people and highlighting their unique experiences.
The company notes that in the U.S. there are approximately 424,000 foster children.
“Mother’s Day and Father’s Day are the perfect occasions to celebrate all the foster parents who might not get the recognition they deserve during this time of year,” says Santiago Gomez Bernal, associate marketing director of Ritz. “Through our collaborative with the National Foster Parent Association, we’ve learned there is much more to be done to help and support the incredible work these parents do every day. We hope to elevate their inspiring stories and raise awareness around how meaningful it is to be a foster mom or dad, from large families to single parents to same sex parents, they are truly the ultimate welcomers, and we are honored to share their stories.”
As part of the program, Mondelez released a long form video, titled “Foster Welcome,” which illustrates the emotional, but exciting experience of welcoming a new foster child into the family. Created in collaboration with The Martin Agency and the National Foster Parent Association, the video encapsulates the nervousness and excitement a foster parent often feels, and allows the viewer to appreciate the important role these parents play in supporting children’s lives.
“At the National Foster Parents Association, we prioritize the education and advocacy for foster parents across the country,” says Irene Clements, executive director of the National Foster Parents Association. “We are thrilled to have the support of Ritz Crackers and know their work to celebrate foster parents means so much to the foster community. We hope that this program from Ritz and our partnership will inspire those interested in making a difference to join us in welcoming children into their families.”
The brand has also created Instagram stickers for foster parents to use when sharing photos of their family to protect the identity of their foster kids when posting on social.