Parenting Is Hard, That’s Why Plum Is Easy

The baby food category is firmly focused on everything that’s right for baby. But what about parents, don’t they do all the hard work here? To stand out in a cluttered category, and even more cluttered aisle, we focused on the real people who needed us - the parents. It all started when one of our creatives uncovered a crazy fact - that parents walk the equivalent of 50 marathons a year rocking their baby. We realized that if we focused this campaign around parenting stats, we could hero the lengths parents go to for their kids, and how Plum can help take one decision off their plates by providing real food with great flavors in easy pouches that only exist to make parents’ lives easier.