Organic Baby Food Company Wants You To Get It On With Your Partner

Organic Baby Food Company Wants You To Get It On With Your Partner
SHARE
THIS



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

 

CREDITS
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

Please login with linkedin to comment

Plum Organics Something Massive

Latest News

Thursday TV Wrap: The Block Loses Out To Gogglebox On A Quiet Night
  • Media

Thursday TV Wrap: The Block Loses Out To Gogglebox On A Quiet Night

Nine’s The Block narrowly missed out on taking out the number one entertainment spot for the night with 10’s Gogglebox once again earning the honours. Gogglebox managed 700,000 eyeballs, while The Block did 679,000, according to OzTAM metro data. Meanwhile, 10 had a soft night, with its best entertainment show being The Project with 465,000. […]

by B&T Magazine

B&T Magazine
AKQA Report: “In 2021 The Difference Between Surviving & Thriving Will Be Great & Memorable Digital Experiences”
  • Partner Content

AKQA Report: “In 2021 The Difference Between Surviving & Thriving Will Be Great & Memorable Digital Experiences”

Digital experiences are more necessary than ever. Social distancing, remote working and local or national shutdowns have forced customers online and employees apart, requiring businesses and government agencies across the Asia Pacific to accelerate and refocus their digital transformations to satisfy changing customer needs. To understand the maturity of digital experiences (DX), leading experience design […]

Partner Content

by B&T Magazine

B&T Magazine
Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores
  • Campaigns

Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores

Mitre 10 has launched a new grassroots marketing campaign to celebrate the real stories and people behind its stores. The ‘Built by Families’ series uses documentary-style videos to bring to life the legacy of local family-run businesses and the unique connection each has to its local community. Karen Fahey, IHG’s General Manager of Marketing, said […]

Integral Ad Science Appoints Tom Sharma As Chief Product Officer
  • Advertising

Integral Ad Science Appoints Tom Sharma As Chief Product Officer

Digital ad verification platform Integral Ad Science (IAS) has announced Tom Sharma will join the company as Chief Product Officer, effective November 2, 2020. This new hire will accelerate IAS’s global product expansion, including plans to enhance its industry-leading Connected TV (CTV) solution. Sharma will be based in New York and report directly to IAS […]

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

Special Group Launches In The US Market
  • Advertising

Special Group Launches In The US Market

Independent creative company Special Group has entered the U.S market with William Gelner leading the LA-based agency as Chief Creative Officer, and Uber Eats as its founding client. The launch of the international office follows the profound success of Special Group’s global work for Uber Eats, including its launch of the internationally recognised ‘Tonight I’ll […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety
  • Media

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety

The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]

Chello Picks Up ShopifyPlus And Four New Hires
  • Media

Chello Picks Up ShopifyPlus And Four New Hires

Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal
  • Campaigns

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal

MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]