Yoplait is partnering with 72andSunny New York, Mindshare, and Fast Horse to expand the yogurt brand’s “Mom On” campaign that addresses unwanted criticism moms receive as parents with a way for them to counteract this judgment.
The campaign centers around 1-833-MOM-TIPS, a fully functional – sarcastic- tip line that moms are encouraged to pass along to others. Callers are greeted with a male voice inviting people to select from a menu ranging from complaints about career choices to personal social media presence. Each prompt brings another level of judgment, such as food choices leading to whether the mom packs the right bento style box. It ultimately ends with the guide saying there was a problem and re-directing the caller back to the main menu.
This line is supported with a 60-second infomercial-inspired video that will run online and on Yoplait’s social channels as well as street-level flyers and posters. There are also available bumper stickers and shirts for moms and kids that ask “how’s my mom doing?” along with the number for the tip line. These efforts are supported with outreach through social media influencers.
In June, Yoplait’s new campaign sought to “disarm the judgment” through a blend of humor, confidence-building and empathy for all of those taking on the role of mom.