Organic baby food company Plum Organics is forgoing delicate language with a cheeky spot about sex, because more sex means more baby food.
The campaign, developed by Los Angeles-based creative agency Something Massive, features a hero video starring actress, wife, and mom, Katie Aselton, as well as a dedicated website, DoYourPartner.com. The website is both educational and fun, with a number of interactive tools and assets to help parents fulfill their commitment to make time for each other.
One highlight is an interactive calendar that humorously suggests a date and time to pencil in your “alone time.” Parents can also find tips, advice and videos on sex and intimacy from internationally-renowned couples therapist and best-selling author of Mating in Captivity, Esther Perel.
Get into it:
In a press release, Ben Mand, dad and senior vice president of brand marketing and innovation at Plum Organics said: “Our Do Your Part(ner) campaign uses humor to empower parents to prioritize their relationships and make time for each other year-round, not just on Valentine’s Day. As a baby food brand, we’re also not shy in acknowledging that more quality time between parents might just lead to a few more babies for us to feed.”
“If you’re going to make baby food, you should also talk to the people who are feeding the baby about how they are going to feed themselves, in terms of emotional nutrition,” said Perel. “This isn’t about one more thing on your to-do list. It’s about giving parents the permission to attend to each other.”
Plum polled 1,000 parents for their Unfiltered Look at Sex, Parenting and Relationships survey:
- 70 per cent of millennial parents feel guilty when they’re away from their child for a night out with their partner
- Nearly 70 per cent of parents with significant others talk about their kids the majority of the time they’re alone together
- Over 1/3 of parents say the thing they do most in their bed besides sleeping is catching up on news or social media
- 39 per cent of millennial parents think their partner voluntarily cleaning up the house is more of a turn on than foreplay
Client: Plum Organics
Agency: Something Massive
Production Company: Something Massive
Executive Producer: Rebecca Coleman
Creative Directors: Alex Buono, Ariel Broggi
Writer: Ariel Broggi
Line Producer: Adam Reynolds
Head of Strategy: Dana Neujahr
Account Director: Rob Lamplugh