Kraft Heinz Co. plans to give all of its salaried U.S. employees the day off following the Super Bowl, a move that the food giant hopes will generate more publicity than buying a 30-second ad for millions of dollars.
The idea is to relieve workers from dragging themselves into the office on the Monday after the game — a day that’s notorious for absenteeism — while promoting the notion of a post-Super Bowl holiday. Kraft Heinz declined to say how much the gambit will cost, but it involves giving a free vacation day to thousands of employees.
The approach is a break from last year — when 30-second Super Bowl commercials were going for an estimated $5 million — and the Heinz brand ran an ad featuring dogs dressed as hot dogs. This time around, Kraft Heinz decided to skip buying ad time and try something different. With the vacation-day idea, the company is hoping to capitalize on a movement that has never been taken seriously by lawmakers: turning the Monday after the game into a national holiday. As part of the effort, Kraft Heinz is promoting a petition that it hopes will get the attention of Congress.
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