Something Massive makes TVC and Digital spots for Plum Organics
Established in 2007, Plum Organics was born when a group of innovative parents joined forces to reimagine the baby food landscape, aiming to promote a lifetime of wholesome eating from the very first bite. In 2013, the company was acquired by Campbell Soup Company, further strengthening its presence in the market.
Plum Organics revolutionized infant nutrition by pioneering the introduction of pouch-based baby food, a game-changer in convenience for busy, on-the-go parents. This innovative format offered a practical alternative to traditional glass jar packaging, which dominated the baby food market at the time.
Committed to providing high-quality nourishment, Plum Organics crafts its products using certified organic fruits, vegetables, and grains, ensuring they are free from artificial preservatives, flavors, and colors. The brand caters to various developmental stages with a diverse selection of purees, snacks, and meals, specifically designed to meet the nutritional requirements of babies and toddlers.
The baby food market is fiercely competitive, with established brands such as Gerber, Beech-Nut, and Earth’s Best dominating the space, alongside emerging contenders like HappyBaby, Sprout Organics, and Once Upon A Farm. Plum Organics struggled with relatively low brand awareness and found it difficult to stand out amid the “sea of sameness” on store shelves. This left many parents feeling overwhelmed and uncertain about which brands to trust for their children’s nutrition.
Observing the pervasive presence of overly idealistic and simplistic portrayals of family life on social media and in the parenting consumer goods industry, we developed the Parenting Unfiltered master brand platform. Our goal was to alleviate parental pressure and foster trust by embracing and celebrating the complex, messy, and imperfect reality of raising children. This candid approach allowed us to differentiate Plum Organics from competitors, and for the first time, we witnessed parents expressing gratitude for addressing topics such as parenting challenges, intimacy, postpartum experiences, and more.
Plum Organics recognizes that a thriving parental relationship serves as the foundation for nourishing families. To understand the implications of this notion for busy Millennial parents, we delved into the parenting landscape. Our research revealed that 88% of Millennial parents consider intimacy to be crucial for their family’s happiness, yet nearly half of them forego it on hectic days. Drawing inspiration from these insights, we crafted our “Do Your Partner” campaign, which falls under the broader #TeamParent initiative.
The campaign commenced with a featured video titled “Do Your Partner,” an extension of the Parenting Unfiltered master brand platform that aimed to encourage parents to engage in more intimate moments. The video stars actress, wife, and mother Katie Aselton, who encounters various couples during their nightly bedtime routines, seemingly uninterested or preoccupied with the idea of intimacy. Aselton reminds them that sex is not only about experiencing greater pleasure but also about fostering a healthy relationship with their partners, ultimately creating a stable and joyful environment for their children.
Viewers were directed to a dedicated website, www.Doyourpartner.com, where they could pledge to prioritize intimacy. The site also featured an interactive calendar that playfully recommended dates and times for couples to reserve for their alone time.
Parents could also access valuable insights on intimacy from esteemed couples therapist and author, Esther Perel, who emphasizes the importance of considering the emotional well-being of those feeding the baby, not just the nutritional aspect. Her advice was further shared with parents through a series of YouTube videos that they could watch at their convenience.
At the heart of the campaign was owned social media, where we collaborated with influencers who candidly discussed the challenges of maintaining a healthy sex life while parenting. Additionally, we partnered with Casper to offer consumers the chance to win a mattress by taking the pledge.
The campaign was strategically executed across Facebook, Instagram, and YouTube, with custom creative content tailored based on prior viewership and engagement. Moreover, the campaign extended its reach through product storytelling, synchronized press coverage, and CRM strategies.
What We Accomplished
As the Agency of Record (AOR) from 2011 to 2018, we provided a comprehensive suite of services including Campaign Strategy and Execution, Media Planning and Buying, Social Content Strategy, Influencer and Strategic Partnerships, and Website Design and Development.
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