Alternative title: Plum Organics Helps New Parents Keep It Together in Year One
Client: Plum Organics
Agency: Something Massive
Founder, Managing Partner: Rebecca Coleman
Creative Director: Ariel Broggi
Head of Strategy: Dana Neujahr
Account Director: Rob Lamplugh
Published: March 2018
Synopsis:
Plum Organics, a leading organic baby food brand, introduces Keeping It Together, a new campaign that focuses on the life-altering experience of becoming parents through expert perspectives, true stories and an unfiltered lens. An extension of Plum's award-winning Parenting Unfiltered campaign, which debuted in 2015, Keeping It Together is about digging a little deeper and breaking down the parenting experience year-by-year, starting with what might be the hardest one of all – the first year.
"As a brand by parents for parents, we've always tried to keep it real by catalyzing conversations that acknowledge all the realities of parenting, and it's time to extend those conversations to the newest moms and dads among us," said Ben Mand, dad and senior vice president of marketing and innovation at Plum Organics. "With Keeping It Together, our goal is to support new parents by sharing stories, experiences and expert parenting advice they actually want to hear. We want to reassure them that – as challenging (and rewarding!) as the transition might be – parents can make it through the first year in one piece."
To gain firsthand insights, Plum polled 1,000 new parents* for their unfiltered perspective on how parenting has impacted their identity, relationships and career.
The survey revealed that:
80% feel planning their social life requires more work than filing their taxes since becoming a parent
8 out of 10 parents have gone to extremes to "take a break" from their parenting duties, such as sitting on the toilet for longer than necessary (56%) and making up an excuse to run errands (30%)
65% of parents frequently "downplay" how challenging they feel parenting is in conversations with others
More than half of parents say that if they have 10 minutes to themselves, they would want to spend it on basic self-care activities such as taking a shower or a nap
Parents will find a variety of evolving content available on Plum's campaign website including expert videos and stories from real families. Plum curated a panel of expert advisors to share their opinions on a variety of parenting topics including identity, relationships, and career.