The baby food category is firmly focused on the precious, precious babies…

but wait, aren’t parents the ones doing all the work here? We buried our noses in real facts about parenting and uncovered something that likely won’t surprise you: it’s hard. But just how hard? That’s where it gets a bit too real.
With Plum Organics exciting flavor combinations, the food might seem like it’s all for baby, but they comes in an easy squeeze pouch that solely exists to make parents lives a little easier. To illustrate this, we gave our most surprising parental factoids the spotlight in a new campaign talking directly to parents, highlighting the amazing feats they push through.

:06 SHORTFORM - Since there’s not always time for facts

we needed a quick-get way to illustrate the realities of everyday parenting, and the role Plum Organics has to play in those moments.

Enter a series of drooly, smiley, stinky, sleepy :06’s that capture the fantastic little struggle of a newly baby-filled life.