First the name Google (GOOG) became a verb.

Now Kraft Heinz Co.  (KHC) would like "family" to become one as well.

How do you "family?"

The company has launched an Super Bowl LII ad that focuses on families and how its ok to, well, screw things up every now and then.

"There's no one perfect way to family," says Anne Field, director of brand building for Kraft. "As long as you're doing it with love and conviction, we support how you family."

(See, the verb.)

Kraft and its iconic brands like its eponymous Mac & Cheese, Oscar Meyer, Philadelphia Cream Cream and Lunchables, has seen its stock drop over 8% in 2017, it's back up 2% YTD, thus far. Check out this column on the company's new super young CFO.

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