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Kraft Heinz Chooses Vacation Day Over Super Bowl Ad

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fortune.com

This time of year, a lot of companies are trying to come up with the most creative and outrageous commercial they can think up to air during the Super Bowl. But the Kraft Heinz company had a different idea. Instead of pouring millions into a Super Bowl ad, Kraft Heinz will simply give all of their salaried employees a vacation day on the Monday after the big game.

While this is a wonderful gesture to its employees, as well as a clever marketing move, Kraft Heinz has something bigger in the works. They want to make the Monday after the Super Bowl a national holiday called “Smunday.”

Kraft Heinz has gone so far as to start a national petition to build support for the idea. The company claims that productivity drops nationwide by virtue of 16 million not showing up to work the next day, so why not just make the day an official holiday?

“We hope other brands and companies join us and get behind this effort,” said Nicole Kulwicki, head of Heinz brands. “What we really want to do is make this a reality.”

Kulwicki adds that the company has been considering giving its employees this day off for several years, but “decided it was finally time to rally behind this for the American people.”

The thought process is that the move will gain the attention of consumers and cost less in lost productivity than the millions of dollars it costs for a 30-second Super Bowl ad.

“We’re always looking for ways to connect with our consumers. This is a cause that we felt that the American public feels strongly about. And we really wanted to rally behind that effort,” explains Kulwicki.

As of Thursday morning, the company’s petition has over 6,000 supporters. If the petition reaches 100,000 signatures, it will be sent to Congress, who will decide the merits of the day after the Super Bowl being a national holiday.

With any luck, a year from now we’ll be celebrating the first ever “Smunday.” If we are, we’ll have Kraft Heinz to thank for making it happen.