It’s almost that time of year again, when moms are cleaning up after their own breakfast-in-bed celebrated.

Here’s what some brands are doing ahead of the holiday:

• DoorDash is hosting an online “Flower Auction” on social media where people can enter for the chance to win a free bouquet in exchange for a picture of “kid currency,” like doll accessories or arts-and-crafts supplies.
• Walmart is giving away free Walmart+ memberships to new moms as part of its “Mother of All Savings Memberships” campaign, which features celebrities like Cardi B, Janelle James, and Jenny Slate.
• Teleflora is showing the “hardest part” of being a mom in an ad that depicts the milestones of growing up and letting go.

Going the extra mile: Last year, Mother’s Day fell ahead of the Supreme Court’s Dobbs decision, and brands and agencies like GSD&M spoke up about the issue of reproductive rights in their campaigns. While talk of reproductive rights seems more muted this year, Orangetheory, Upwork, and others are taking it upon themselves to address other issues faced by moms, like the right to personal time and the right to work.

Read the full story here.—KH

It’s the most wonderful time of the year (for advertisers, anyway): upfronts and NewFronts season! This time around, it’s about more than traditional tactics, thanks to the meteoric rise of Connected TV (CTV). The power of performance marketing, the reach of TV ads—with MNTN, you get the best of both worlds.

Two out of three marketers surveyed by Advertising Week and MNTN see CTV as a performance channel. That third marketer? They’re falling behind fast, missing out on more measurable revenue, more website traffic, and, well, just more with CTV.

Don’t let the competition beat you to performance TV. Get started building your strategy with MNTN. It’s easy to use and designed to drive performance on the metrics that matter to you.

See it in action and schedule your demo today.

The battle between cow’s milk and alternative milk continues heating (frothing?) up.

Oatly just unveiled its newest campaign, in which it’s offering to pay for one out-of-home or print ad for any dairy company  that agrees to reveal its climate footprint by answering the 70+ questions the oat-milk brand did before it added its footprint details to packaging.

The campaign is a response to recent marketing from the dairy industry (more specifically, the Milk Processor Education Program, or MilkPEP), which insists the only “real milk” is cow milk.

The spat comes as dairy-milk consumption continues to plummet. Even though the dairy-milk industry is still substantially larger than the alternative-milk sector, it’s in a decades-long decline as the latter continues to grow. Big Dairy is hoping marketing can help change some of that.

Beef in the milk industry: Last month, the New York Times reported that MilkPEP, a program funded by milk companies, was struggling to connect with Gen Z—including some of its own spokespeople. Marathoner Yvonne Zapata, who appeared on a Times Square billboard for MilkPEP, told the Times she prefers oat milk.

In what seems to be an attempt to connect with young people the way “Got Milk?” did with celebrities like Britney Spears and Taylor Swift in the ’90s and ’00s, MilkPEP has done paid sponsorships recently with celebrities like Emma Roberts for its “Gonna Need Milk” campaign. It also recently brought in Aubrey Plaza to create a parody ad for a fake milk alternative called Wood Milk.

Keep reading here.—KH

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.

Not so sweet for Tarte: The cosmetics brand, which has seen pushback in recent months for its extravagant influencer trips, was called out this week for allegedly giving some creators preferential treatment over others. Creator Bria Jones (@heybriajones) posted a now-deleted TikTok about being treated like a “second-tier person” on a recent Tarte trip in Miami, saying she wasn’t invited to a Formula 1 race that other influencers attended. CEO Maureen Kelly later told NBC News she plans to hire a DE&I specialist and form a creator advisory group. Both ultimately said the issues stemmed from “miscommunication.”

Pride starts now: Target’s Pride collection is out, and people are eating it up on TikTok. One video posted by user @mattxiv, which has more than 1 million likes, walks through the company’s many campy yet inclusive offerings, including a shirt that says “live, laugh, lesbian” and another that says “better out than in,” which appears to be a Shrek reference?

You wear what you eat: Based on engagement, people seem excited for Cholula’s new product releases, as well as its upcoming streetwear collab with the brand Uprisers. Another food x apparel collab made an appearance in comedian Ilana Glazer’s latest TikTok: Haribo x Vans.

Gettin’ wild: The hot new trending sound on TikTok this week is former Real Housewife Lisa Rinna declaring it’s “wack-a-doodle time.” Footlocker, Sanrio, the Empire State Building, and the White Sox have already hopped on the trend.—KH

There are a lot of bad marketing tips out there. These aren’t those.

Gooooal: TikTok published a report on rising sports trends happening on the platform.

Getting it: Some tips for improving your marketing strategies on Reddit.

Ya burnt: Later created a report about creator burnout and how brands and platforms can better support their mental health.

Tune in to TV: Upfronts and NewFronts are here, which means it’s officially TV advertising season. Snag that new traffic and hone your performance TV strategy with MNTN. Schedule a demo.*

Rebrand rewards: In honor of Small Business Week, we’ve got a new article about rebranding, presented by Hulu. Read about how the owner of a Brooklyn diner kept regulars happy throughout its makeover.*

^{*This is sponsored advertising content.}

Which headlines are real marketing news, and which one is fake?

1. Why Cara Delevingne is promoting a face mist made from industrial wastewater
2. Cheese in your chocolate? Velveeta’s new product says yes
3. Foxes wear people as coats in eos’ insane ads about soft skin
4. John Cena takes role of Papa John in brand’s latest campaign

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• Podcast listeners don’t love or hate ads, report says
• Why Formula 1 coverage is hot ad inventory for The Athletic
• Tucker Carlson starts new show on Twitter