Parents: Plum Organics Wants You to Do Your Part(ner)
The nation's leading organic baby food brand launches humorous parenting campaign just in time for Valentine's Day
Feb 07, 2017, 09:30 ET
EMERYVILLE, Calif., Feb. 7, 2017 /PRNewswire/ -- For two years, Plum Organics® has been catalyzing an unfiltered conversation around the realities of parenting – from work-life balance to diaper blowouts to picky eating. Now, they're tackling parenting and relationships with the launch of their Do Your Part(ner) campaign.
The team at Plum had a hunch, and research confirmed, that the majority (turns out it's 88%) of parents think having a good sex life with their partner is essential to their family's happiness. Yet, for nearly half of millennial parents, it's at the bottom of the list on busy days1. (And aren't they all busy days?)
So, what does this have to do with baby food? Plum Organics believes that a healthy relationship between parents is important for the entire family. It's a topic personal to them because they're a brand by parents, for parents.
Do Your Part(ner) is a social movement meant to empower parents to make love… a priority. It's a continuation of the brand's award-winning Parenting Unfiltered campaign, representing a new and authentic perspective on the realities of intimacy, sex and relationships after kids. Parents today are so busy shaping the next generation that everything else takes a back seat – including themselves and their partners. Based on this insight, Do Your Part(ner) encourages parents to give themselves permission to put some of the focus back on their relationships.
Hoping to gain even more thoughts on the subject, Plum polled 1,000 parents for their Unfiltered Look at Sex, Parenting and Relationships survey1:
- 70% of millennial parents feel guilty when they're away from their child for a night out with their partner
- Nearly 70% of parents with significant others talk about their kids the majority of the time they're alone together
- Over 1/3 of parents say the thing they do most in their bed besides sleeping is catching up on news or social media
- 39% of millennial parents think their partner voluntarily cleaning up the house is more of a turn on than foreplay
"Our Do Your Part(ner) campaign uses humor to empower parents to prioritize their relationships and make time for each other year-round, not just on Valentine's Day," said Ben Mand, dad and senior vice president of brand marketing and innovation at Plum Organics. "As a baby food brand, we're also not shy in acknowledging that more quality time between parents might just lead to a few more babies for us to feed."
The campaign, developed by Los Angeles-based creative agency Something Massive, features a hero video starring actress, wife, and mom, Katie Aselton, as well as a dedicated website, DoYourPartner.com. The website is both educational and fun, with a number of interactive tools and assets to help parents fulfill their commitment to make time for each other. One highlight is an interactive calendar that humorously suggests a date and time to pencil in your "alone time." Parents can also find tips, advice and videos on sex and intimacy from internationally-renowned couples therapist and best-selling author of Mating in Captivity, Esther Perel. Ms. Perel was an invaluable advisor to the Plum Organics team during the creation and execution of this campaign.
"If you're going to make baby food, you should also talk to the people who are feeding the baby about how they are going to feed themselves, in terms of emotional nutrition," said Esther Perel. "This isn't about one more thing on your to-do list. It's about giving parents the permission to attend to each other."
For more information (and to take the pledge!), visit DoYourPartner.com. Join the #DoYourPartner conversation by following @PlumOrganics on Facebook, Instagram and Twitter.
About Plum Organics
Plum Organics is the nation's leading organic baby food brand with the mission of getting little ones the very best food from the very first bite. Recognized for unique, culinary-inspired recipes, Plum believes introducing a wide variety of nutritious foods from the beginning can impact babies' palates and preferences towards healthy foods for life. Plum offers a complete line of premium organic baby food, toddler and kids snack products, as well as an organic infant formula. As a brand by parents, for parents, Plum has been credited with leading the #ParentingUnfiltered conversation through its award-winning campaign.
1 Wakefield Research survey conducted between January 13 2017 and January 19 2017 among 1,000 nationally representative U.S. parents ages 18+. Survey sponsored by Plum Organics.
SOURCE Plum Organics