Sassy Yoplait Campaign Encourages Moms to Ignore the Haters

Yoplait knows it's hard out there for moms. When they're not struggling to balance parenthood with the many other stressors of modern life, they're facing judgment because people—online and off—have their own parenting strategies and aren't afraid voice their opinions. The yogurt brand opens its new campaign—appropriately titled "Mom On"—with a scene that will feel very familiar to anyone who has even a passing knowledge of the Mommy Wars: breastfeeding in public. [kickout id="1"] The ad's final line also lightly touches on another issue moms face as they are pressured to feed their children only organic, free-range, GMO-free products. This is creative agency of record 72andSunny's first work on the Yoplait brand since winning the General Mills review late last year. The agency, which also recently launched its debut campaign for Cheerios, collaborated with GM's media shop Mindshare and content agency Fast Horse. Beyond the broadcast spot above, the campaign also includes this "undercover video" produced by NBCU Content Studio and starring the popular vlog duo #IMOMSOHARD, who collaborated with Yoplait to answer a crucial question: How many moms will help out a fellow mom facing "a tricky parenting situation?" [kickout id="2"] This is all in good fun, but it's also backed up by research. A related study of more than 1,000 American parents and guardians found that 75 percent of mothers think they'd be happier with a little less judgment, while more than half admitted to taking such criticisms to heart. Nearly a third of participants even said they adjust their behavior in public to avoid being judged. "Yoplait has always had a special connection with women and been a champion for helping moms get their mommying done," said the brand's senior manager of marketing communications Susan Pitt. "We know how much moms love their kids and don’t want to be boxed into one right way to mom, so Yoplait is surrounding moms with support and telling them, 'You’ve got this! Mom On.'" Beyond the video components, the campaign will also include print, radio, digital, social, cinema and in-store advertising along with a 40-market comedy tour and additional content partnerships with unspecified influencers and media properties. CREDITS Agency: 72andSunny Brand: Yoplait Project: Yoplait Mom On Campaign Yoplait Team President, North American Retail: Jon Nudi President, US Yogurt Operating Unit: David Clark Business Unit Director: Douglas Martin Sr. Marketing Communications Manager: Susan Pitt Sr. Marketing Manager: Brian Durmaskin Sr. Associate Marketing Manager: Jenna Mcgrath MarComms Manager: Charis Wilson Executive Producer, US Content: Cheryl Broussard 72andSunny Team Chief Creative Officer: Glenn Cole Executive Creative Director: Guillermo Vega Group Creative Director: Justine Armour Sr. Designer: Chena Stephens Sr. Writer: Nick Panayotopoulos Group Strategy Director: Anibal Casso Strategy Director: Danielle Travers Group Brand Director: Rachel Kornafel Brand Director: Shannon Coletti Brand Manager: Meredith Savatsky Brand Coordinator: Kim Johnson Director of Production: Lora Schulson Senior Film Producer: Kim Cross Partnerships and Legal Director: Denice Heyward Partnerships and Legal Manager: Laura Fraser Art Producer: Sabrina Bajaj Redscout Team Business Director: Alexandra Lee Sr. Project Manager: Francesca Ferrara Strategy Director: Eric Matis Head of Design: Michael Greenblatt Strategist: Laura Rubenstein Production Company: BOB Industries Executive Producer: TK Knowles Director: Nicole Holofcener Director of Photography: Sean Porter Line Producer: Phillip Sheridan Editorial: Final Cut Editor (LA): Paul Zucker Executive Producer: Sarah Roebuck Head of Production: Jen Sienkwicz Producer (NY): Penny Ensley Producer (LA): Barbara Healy Assistant Editor (LA): Eileen Miraglia Assistant Editor (NY): Andre Castiglioni Assistant Editor (NY): Sophie Solomon O'Connell Postproduction Company: Significant Others Creative Director/Lead VFX Artist: Dirk Greene Visual Effects Artists: Eric Gelgand VFX Producer: Kyra Hendricks GFX Artist: Phillip Brooks Color Company: Color Collective Colorist: Alex Bickel Executive Producer: Claudia Guevara Color Assistant: Alex Jimenez Music: Mom On Anthem by Tonefarmer Music on 30/15s by Walker Music Audio Mixer: Keith Reynaud and Evan Mangiamele at Heard City Print Credits: Holly Andres

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Sassy Yoplait Campaign Encourages Moms to Ignore the Haters—and Keep Breastfeeding in Public

'Mom On' marks 72andSunny's debut

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