Is it really a mom’s world, Raley’s?
Have you noticed Raley’s new marketing campaign? It’s a mom’s world, apparently, and we’re all just shoppin’ in it.
This ad probably wouldn’t have bothered me 6 months ago. But then something happened. I became a mom myself.
Now, this ad campaign makes me want to hurl things at 1) my TV, 2) billboards I see reminding me it’s a mom’s world, and 3) actual Raley’s and BelAir stores. I’ll let Nob Hill go because I don’t even know where there is one anymore anyway.
I should be pleased right? It’s about time someone recognized the importance of mothers in the world. We make decisions! We care for our families! We’re here, we’re dear, and dammit, we love to shop. But when I see these ads, all I see are moms saddled with another dang thing to do. There are no daddy caretakers out there? Shopping with junior or juniorette? No dads making sure dinner is on the table? Juggling lists, coupons, and a twin set? Are you kidding me? I have a full time job, and infant, and you expect me to rejoice that I get to do all the grocery shopping too? And if you know me, you know I actually adore grocery shopping – it’s true! I find it relaxing. Like walking a labyrinth. Seriously. Except guess what? I don’t have time for that anymore because . . . I’m a mom and I’m in charge of the world and I don’t want to be.
This is Sarah Palin style feminism pandering. If it were really a mom’s world, I would still be on maternity leave (and it would be paid for all parents). If it were really a mom’s world, I wouldn’t soon be weaning my kid to formula because my day job and my desire to breastfeed wouldn’t be butting heads. If it were really a mom’s world, there would be a system of national health care so I didn’t worry about keeping my family covered. If it were really a mom’s world, La Leche League meetings and mommy-and-me meetings wouldn’t be held at 10am on weekdays (and the ones that allow fathers wouldn’t only be held at 7pm and in freakin’ Roseville). If it were really a mom’s world, little boys would be raised with the same expectations regarding housekeeping skills and priorities and common sense as little girls and men would think ahead 3 steps instead of none. If it were really a mom’s world . . . .there would BE SOME MEN IN THESE RALEY’S ADS and in other household products and domestic sphere ads (men who aren’t buffoons creating messes for pearl and sweater wearing moms to clean up after).
So boo to you, Raley’s. Your groceries have always been overpriced. Now your message sucks too.