Plum Organics launched the in-house effort, “Parenting Unfiltered,” the first national campaign for the organic baby food brand.
The spot aims to give an honest portrayal of parenting’s ups and downs, including pumping breast milk at work, messy diapers and sleepless nights. Refreshingly, it avoids gender stereotypes, instead focusing on moms and dads as parenting equals, while also featuring same sex couples and parents from all walks of life. The ad delivers the message, “If it feels like parenting isn’t always perfect you’re doing it right” before ending with the tagline, “This is parenting unfiltered.” It’s a spot that leverages honesty to give the impression that Plum Organics is a trustworthy brand.
“When we first launched seven years ago, our marketing strategy was super scrappy, focused solely on grassroots, word of mouth and PR. We’re still that brand at heart,” Neil Grimmer, CEO and co-founder of Plum Organics, explained to AdFreak. “So as a concept, Parenting Unfiltered came very naturally to us.” He added, “The ultimate goal is to be thought of by our consumers as a trusted source and friend, so when they’re in the baby-food aisle and it comes time to make that purchasing decision, Plum is that friendly face on the shelf.”