“We’re in a crowded category. We’re not a huge brand. We don’t have $10 million to spend on media, so we have to grab attention.”
That’s the unvarnished rationale offered by Victoria Fiore, director of brand strategy and mission at baby food company Plum Organics, to justify the company’s latest eyebrow-raising campaign, “Do Your Part(ner).” Equal parts shocking and suggestive, the campaign delves into the very real issues of stress and fatigue that plague new parents. It also happens to embrace a line of thinking that Fiore finds deeply funny.