About This Project
Summary
Bobbie partnered with cookbook author and new mom Molly Baz for a Times Square campaign featuring the first-ever billboard of a breastfeeding mom. Molly, shown nursing her 4-month-old while holding Bobbie formula, champions the “Formula Is Food” initiative, breaking feeding stigmas and reflecting the 70% of U.S. parents who combo feed.
Goals & Objectives
The campaign aimed to challenge stigma around breastfeeding and formula feeding, empowering parents to make choices without shame. By highlighting Molly Baz’s combo-feeding journey, Bobbie promotes acceptance of all feeding methods and drives a cultural shift toward supporting parents.
Results & Impact
The Times Square billboard and video campaign supported parents’ feeding choices while educating on formula ingredients and advocating for transparency and safety. During the Molly Baz launch week, organic traffic rose 36%, with 262M+ UVM and 578K social impressions
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