Back to school, and Dads still don’t care

South African children went back to school today, and Woolworths were quick to send out an email including some great ideas for lunchbox snacks:

lbsDid you get that? Yep – “moms will love them too”. Not dads though. Oh no. Dads want their kids to get as many added preservatives and artificial flavours down them as possible, because… because… well, I don’t know why any dad would want that, actually. 

Perhaps we should ask Woolies.

Because we’ve been here before with Woolworths, haven’t we? But evidently, old habits die hard and Dads just don’t count, even if they’re the ones making the packed lunches each day.

FFS. This isn’t the 1950s anymore. It’s 2014. Get enlightened. Don’t you think it’s about time we stopped stereotyping and used the term “parents” when it comes to those individuals charged with the responsibility of looking after children, instead of continually making the assumption that it’s just mom’s domain – an assumption that’s insulting to both moms and dads.

UPDATE: A tweet from Woolies:

Which is nice.

2 thoughts on “Back to school, and Dads still don’t care

  1. I agree whole-heartedly.

    Checkers recently did a big blogger drop on stationery to “mommy” bloggers for their back to school campaign. All fair and well, but what about the daddy bloggers out there? They want free things too!

  2. SheBee > Or just recognition.
    I seem to remember a brave social media manager for a large SA supermarket trusting a “daddy blogger” with a baby product review. And that didn’t seem to backfire (too badly).

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