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.

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.

13 Comments so far

  1. Stacey (unregistered) on August 17th, 2010 @ 4:40 pm

    Gosh! You said it. Great post!

  2. Paul Dorn (unregistered) on August 18th, 2010 @ 7:57 pm

    Great post. I thought Raley’s style of sexist bullshit was well past us, but apparently not. It’s gross.

  3. Pazzer1 (unregistered) on August 19th, 2010 @ 1:14 am


  4. Paul Dorn (unregistered) on August 20th, 2010 @ 11:18 am

    Maybe a few fans and wall comments here might enlighten the marketers at Raley’s:

  5. pam (unregistered) on August 31st, 2010 @ 2:58 pm

    As far as marketing campaigns go, I didn’t think Raley’s could do worse than “Celebrate Food.” (Um, we celebrate events, not food!) Then came “It’s a Mom’s World.” Just as cringe-worthy. Raley’s needs to fire its marketing department.

  6. Lora (unregistered) on September 9th, 2010 @ 11:16 am

    I agree! Thanks for posting!

  7. Lora (unregistered) on September 9th, 2010 @ 11:29 am

    By the way, as a full-time working mom of two (24 months and 7 months) with a wonderful husband, I couldn’t agree with you more! I couldn’t do this without my husband (also a full time worker), who probably does more of the shopping, meal planning, and cleaning that I do. If the US had maternity leave laws like those in European countries, may this could be a mom’s world and we wouldn’t have to use formula at all!

  8. john phillip (unregistered) on September 9th, 2010 @ 11:53 pm

    As a “new” stay at home dad now functioning in a the “NOB HILL named Mom’s World” ,,,I was really horrified to see their ad……and I think more so because I shop”ed” there until this past week! Thankfully my wife was able to transition over into a role that was our family “dad
    s world” (and i am playing off of NobHill’s bs “moms world” campaign). This new US economy is tough on so many that it is hard to believe that someone thought this might be a good idea.

    Shame on you NobHill/Raleys/whatever. I will be shopping at Safeway/NewLeaf/Trader Joes and Costco too more. What an incredible disappointment. I hope they get rid of the insensitive person/team that came up with this one. If they do find themselves on the “outside” they will know soon how tough it is and how insensitive this promotion comes across. – JP

  9. Jason (unregistered) on September 10th, 2010 @ 12:01 am

    I could not agree with you more JP. Why I appreciate all that my wife and all Moms do it is also a Dads world too. Wow. This really can throw one back. I would bet that someone would get canned due to this. Aaron

  10. Elizabeth (unregistered) on September 10th, 2010 @ 12:03 am

    really? “IT’S A MOM’S WORLD” Nice job putting down our boys.

    You have to be kidding.


  11. Jobob (unregistered) on October 18th, 2010 @ 5:50 am

    Just another whining broad. afraid she will miss desperate housewife’s…survivor…view..or some other STUPID TV show….

  12. R. Rogan (unregistered) on October 18th, 2010 @ 9:46 am

    What if you do NOT have kids. Some of us childless people are not exactly one-eyed, fire-breathing freaks. Can people who don’t have kids shop there? Mom’s panel? Mom’s world? WTF?

  13. Jennifer (unregistered) on October 30th, 2010 @ 12:56 pm

    THANK YOU! I absolutely detest this stupid, 1950’s era campaign. I’m not a mom and now feel completely unwelcome in Raley’s and Bel Air stores. The CEO should be ashamed.

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