The Drum has profiled our latest campaign with MilkPEP, “Hey Mama,” which plays up the popular “Hey Mama” social posts that encourage self-care–this time parodying those momfluencers with real-life self-care for moms: reaping the benefits of real milk. In the integrated video campaign, idealized momfluencers effortlessly showcase their fitness routines and baking skills–contrasting sharply with real moms' experiences. For instance, in one vignette, a calm and composed momfluencer creates a picture-perfect, artisanal breakfast, while a real mom catches up on sleep amidst the chaos of her living room. 

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Each 15-second ad highlights a specific benefit of dairy milk and concludes with a call to action to visit gonnaneedmilk.com for more information. The campaign, supported by major influencers, is live on all social platforms, as well as popular streaming services.

Speaking about “Hey Mama,” GALE Managing Director, Creative, Geoff Edwards said, “With spotless scenarios that illustrate the irrelevance of so much of the momfluencer content, ‘Hey Mama’ is another example of GALE, as MilkPep’s agency of record, creating always-on campaigns that depict the relevance of milk to modern moms. And from comical portrayals of playful kids and peanut-butter-licking dogs, ‘Hey Mama’ epitomizes a successful strategy of the Gale-MilkPep partnership: create entertainment, not ads.”

“Hey Mama” was also featured in The Drum’s best ads of the week, as well as Adweek’s Agency Spy.