MilkPEP: Sleep

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.