“Toxic.” “Dangerous.” “A last resort.”
For too long, people treated infant formula like something from a lab report, and not like a nourishing first food for our babies.
At Bobbie, we believe formula is food. So, aligning with our launch into Whole Foods, we set out to help parents understand the ingredients of what is in their baby’s bottle and the benefits of them so they can feed with confidence. Because the truth is that infant formula is more than powdered milk. It’s a meal.
To champion our Formula is Food campaign, there was no better partner than Chef, Author, and Bobbie Mom Molly Baz, who made headlines earlier in the year when a billboard featuring her pregnant belly was taken down for violating “ethical codes,” causing a storm on the internet. She became a symbol of empowerment for pregnant women and moms everywhere, making her the perfect partner in Bobbie’s greater mission to shake the stigma of formula feeding and help every parent feed their babies with confidence.
This partnership came to life across social media, TV ads, and a billboard in the middle of Times Square.
We used video to share Molly’s story of what it meant to become the poster woman for breastfeeding, and how formula helps her not only to nourish her baby but continue to shake stigmas and double standards for moms everywhere.
And to really stir the pot, we brought Molly back to where it all started — a billboard in Times Square — the SAME billboard location that was originally taken down. And in true Bobbie fashion, we didn’t shy away from being “too provocative.” The billboard features Molly laid out on her kitchen counter, breastfeeding her son in one arm and holding a bottle of Bobbie in her other hand. When we heard that Molly was combo feeding her son with Bobbie it was important to us that the billboard was representative of both breastfeeding and formula feeding, to show support for the many ways of feeding a baby.
