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Infant formula brand Bobbie releases first national campaign

“There is no shame involved with not being able or choosing not to breastfeed,” Kim Chappell, VP of marketing, told Marketing Brew
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Bobbie

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After a tumultuous few years, Bobbie officially hit (virtual) shelves at the start of 2021—and is debuting its first national campaign this week.

What’s Bobbie, you ask? It's a “European style” DTC infant formula brand cofounded by Laura Modi, who’s also its CEO. The brand *technically* started selling its formula in 2019 to a small group of pilot customers, but it wasn’t long until the FDA came knocking—and ultimately recalled the product.

  • Infant formula is subject to pretty strict standards in the US, and Bobbie’s initial product, specifically its labeling, wasn’t meeting them.
  • The brand has since made changes to its product to meet FDA requirements. A New York Times article from March pointed out that Bobbie is the “only infant formula on the US market that sources its milk from cows who meet both organic and pasture-raised criteria.”

Bobbie’s campaign features influencers who, for various reasons, can’t or have decided not to breastfeed their babies. One is Tan France, expectant father and star of Netflix’s Queer Eye; the others include DJ Hannah Bronfman, mom of four Kelly Stafford, and travel blogger (+ former Bachelorcontestant) Lesley Anne Murphy, who had a double mastectomy in 2017.

“There is no shame in not being able or choosing not to breastfeed,” Kim Chappell, VP of marketing for Bobbie, told Marketing Brew. “For us, this campaign is a bit of our coming out moment as a brand.”

Testing waters

The campaign kicked off with a full-page New York Times ad on Sunday, + is airing across streaming platforms like Hulu and Pluto TV throughout the month.

  • “We’re doing our first jump into streaming TV, which we’re excited about,” Chappell told us, adding that she’s “hoping to get some good learnings about how this resonates with folks and hopefully with our target audience.”
  • Bobbie is also putting its “largest social media spend to date” on Facebook, Instagram, and YouTube.

According to Chappell, Bobbie isn’t doing a big influencer push for the campaign; instead, the brand is hoping its customers and fans will organically share the message. “Paying influencers has not been a big part of who we are as a company,” she said. Plus, Modi told Marketing Brew she thinks the campaign has a “level of virality” to it. “We’ve developed a campaign that is inherently thought-provoking and personal,” she said.

Hotcakes: Bobbie depleted 10 months of inventory within the first two weeks of its launch, Modi told us. “We landed one million in revenue within the first quarter, and we are climbing at an extraordinarily fast rate today,” she shared.

Zoom out: While brands like Frida Mom and Tommee Tippee have recently rolled out ads that depict the realities and stress that can come with breastfeeding, Bobbie’s campaign seeks to strip away stigmas associated with formula feeding.—MS

Get marketing news you'll actually want to read

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.