Organic infant formula brand Bobbie lit up New York City’s Times Square this week with a new billboard campaign featuring celebrated cookbook author and chef Molly Baz.
It was made in partnership with husband-and-wife photography duo PEDEN+MUNK, represented by photo agency Laird and Good Company.
The out-of-home (OOH) campaign highlights a defining moment in Baz’s motherhood, both intimate and empowering.
It sparks conversations on an often controversial topic: the tug-of-war between breast milk and formula.
The billboard features Baz breastfeeding her baby on a kitchen counter while holding a bottle of ready-made Bobbie’s infant formula.
A green pot of cooked spaghetti next to her seamlessly connects Baz’s profession and Bobbie’s mission statement, “Formula is Food."
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PEDEN+MUNK also has a history of working with Baz and Bobbie, such as capturing Baz in her ninth month of pregnancy as the first pregnant woman to be featured on a cereal box for Special K.
Their distinct style is known for balancing rawness and beauty, aligning Bobbie’s mission to re-frame the narrative around “breast is best” and “fed is beast.”
Jen Munkvold of PEDEN+MUNK said the billboard is meant to make a powerful statement about modern parenthood.
“I feel wholeheartedly that it’s our job to support parents in whatever feeding choice they make. I am personally a big cheerleader for working mothers, and Molly is such an inspiration.”
The influencer partnership attracted a slew of positive attention.
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The company was founded by moms who were fueled by personal experiences of not being able to find organic formula free from corn syrup, fillers, and palm oil.
On her Instagram page, Baz explained that trying to exclusively breastfeed her firstborn while juggling other responsibilities proved a major challenge to her. When she gave birth to her second child, “several trusted mom friends” recommended Bobbie to her.
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Now, she can ensure that her baby gets enough nutrients as she combines feeds.
“This campaign is my wholehearted endorsement of a parent’s right to feed their baby however (...) they choose. Pregnancy and childbearing look different on everyone and so does the journey of feeding — so here’s to [absolutely] all of it. After all, formula is food and EVERYBODY’S GOTTA EAT.”
Partnering with well-known figures is an excellent way to expand your reach and break into new industries or niches. Just like the partnership between Bobbie and Molly Baz, team-ups that tap into social movements have also been done in other sectors.
Earlier this year, NYX Professional Makeup joined forces with "RuPaul's' Drag Race" winner Symone and finalist Gigi Goode, celebrity stylist Marko Monroe, and others to champion its new campaign to celebrate Pride Month.
