Kraft Heinz plans to give their salaried employees the day after the Super Bowl off, in a stunt they hope will drum up enough publicity to substitute a pricey game ad.

The Chicago-based company announced their plans to forgo buying Super Bowl ad time on Wednesday, in favor of giving their employees a little R&R after the game-night festivities.

'The Heinz brand doesn't settle on delivering superior taste or quality, and we don't believe America should have to settle on the day after the best sports day of the year,' Nicole Kulwicki, head of Heinz brands, said in a press release.

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Kraft Heinz is giving all of its salaried employees the day off after the Super Bowl instead of buying a multi-million-dollar game ad. They are also encouraging people to sign a petition to turn Super Bowl Monday - Smunday - into a national holiday

Super Bowl ad time is the year's most lucrative, and last year 30-second spots were estimated to cost $5million.

Giving their salaried employees the day off will also be pricey, since the company employed 42,000 employees at the end of 2015. The day off does not apply to the company's factory workers.

But the good press around 'Smunday' could make it worth their while.

The day off does not apply to the company's factory workers. Above, the company's headquarters in Chicago

In addition to promoting the effort in online videos released Wednesday, the company also started a Change.org petition to turn the Monday after the Super Bowl into a national holiday.

If the petition reaches 100,000 signatures, the company says they will sent it to Congress for consideration.

The idea has been gaining traction for some time since the Monday after the Super Bowl has long been notorious for absenteeism. And studies back up the fact that decreased productivity on the day amounts to the loss of a billion dollars on average.

The idea for the movement came from the same ad agency behind the company's weiner dogs stampede commercial for last year's Super Bowl.

'We loved "Wiener Stampede" as well. It was a great way for us to introduce the full Heinz Ketchup family. This year we're doing something different. 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,' Nicole Kulwicki, head of the Heinz brand, told Adweek.