A new campaign flips the script on idyllic mommy blogges who make balancing a full-time career, a tidy home and a perfectly behaved brood look as easy as pie, and celebrates the messy realities of motherhood.
Move over, momfluencers — there’s a new ad campaign in town, and it’s spilling the milk on what motherhood really looks like.
MilkPep, funded by America’s milk companies, has launched ‘Hey Mama,’ a refreshingly funny campaign that pokes fun at those picture-perfect social media moms who greet their audiences with a too-cheerful “Hey mama.” Instead, the work celebrates the messy, chaotic and imperfect world of real moms, while touting the benefits of milk consumption.
In one hilarious vignette, titled ‘Moms need sleep, not #inspo,’ we see a serene momfluencer, who effortlessly whips up an artisanal breakfast, complete with organic chia seeds and a drizzle of raw honey. Cut to reality: a real mom, in her chaotic living room, finally gets some well-deserved sleep amidst toys, laundry, and a snoring dog. The message? Forget the fancy breakfasts; moms need milk’s nutrients for healthy sleep.
Another gem, ‘Moms need strength, not #inspo,’ features a perky mommy blogger leading a sweat-free workout, surrounded by perfectly coordinated decor. Contrast this with a real mom trying to lift weights while her kids turn her into a human jungle gym. The reality check? Moms need milk’s protein for real-life strength, not just an aesthetically pleasing workout video.
Each 15-second spot underscores the benefits of dairy milk — nutrients for healthy sleep and protein for strength — while encouraging moms to visit gonnaneedmilk.com for more information.
“Through comical situations to which I’m sure many moms can relate, we’re showcasing that milk–not momfluencers–is the answer to the realities of motherhood,” said MilkPep’s chief executive, Yin Woon Rani, in a statement. “This campaign epitomizes the mission of our work: reinforce the key benefits of milk to busy young moms in a social-first and highly relatable approach.”
The campaign was created in partnership with Stagwell’s award-winning creative agency, Gale.
“With spotless scenarios that illustrate the irrelevance of so much of the momfluencer content, ‘Hey Mama’ is another example of Gale, as MilkPep’s agency of record, creating always-on campaigns that depict the relevance of milk to modern moms. And from comical portrayals of playful kids and peanut-butter-licking dogs, ‘Hey Mama’ epitomizes a successful strategy of the Gale-MilkPep partnership: create entertainment, not ads,” added Gale’s managing director, creative, Geoff Edwards.
Influencers Kat Stickler, Puja Khan and Ceci Kane will reinforce the message with bespoke social media content that highlights the benefits of milk. Their content will spotlight how dairy milk’s 13 essential nutrients fit into their daily real-life mom experience–for example, how milk’s nutrients support healthy sleep. These accounts’ authentic, hilarious, and relatable mom tones will counteract the picture-perfect momfluencers shown in the ads.
The ads are set to roll out this summer across TikTok, Instagram, Meta, YouTube, Pinterest, Netflix, Max and Amazon Prime Video.
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