MilkPEP Parodies 'Mumfluencers' with Real-Life Self-Care for Mums

MilkPEP’s latest campaign, “Hey Mama,” plays up the popular “Hey Mama” social posts that encourage self-care–this time parodying those mumfluencers with real-life self-care for mums: reaping the benefits of real milk.

In a new, integrated video campaign from MilkPEP, picture-perfect mumfluencers tout the ease with which they exercise or bake, while a cut to a real mum shows the reality. In one vignette, a highly energised, highly stylized mumfluencer leads a workout while barely breaking a sweat, while a real mum attempts to lift weights as her kids climb all over her. In another, an ultra-serene mumfluencer crafts an aesthetic, artisanal breakfast recipe, while a real mum is seen getting much-deserved sleep among the chaotic scene of her living room. Each ad highlights a specific benefit of dairy milk–milk’s nutrients for healthy sleep and milk’s protein for strength–and concludes with a call to action to visit here for more detail on milk’s essential nutrients. The 15-second ads are rolling out this summer across TikTok, Instagram, Meta, YouTube, Pinterest, Netflix, Max, and Amazon Prime Video.

Influencers Kat Stickler, Puja Khan, and Ceci Kane will reinforce the message with bespoke social media content that highlights the benefits of milk. Their content will spotlight how dairy milk's 13 essential nutrients fit into their daily real-life mum experience–for example, how milk’s nutrients support healthy sleep. These accounts’ authentic, hilarious, and relatable mum tones will counteract the picture-perfect mumfluencers shown in the ads.

“Through comical situations to which I’m sure many mums can relate, we’re showcasing that milk–not mumfluencers–is the answer to the realities of motherhood. This campaign epitomises the mission of our work: reinforce the key benefits of milk to busy young mums in a social-first and highly relatable approach,” said MilkPEP CEO Yin Woon Rani.

“With spotless scenarios that illustrate the irrelevance of so much of the mumfluencer 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 mums. And from comical portrayals of playful kids and peanut-butter-licking dogs, ‘Hey Mama’ epitomises a successful strategy of the GALE-MilkPEP partnership: create entertainment, not ads,” said GALE managing director, creative, Geoff Edwards.