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

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, 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

Please login with linkedin to comment

Plum Organics Something Massive

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]