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Tommee Tippee

THE OBJECTIVE

Position Tommee Tippee as the brand for mum on her feeding journey.

Tommee Tippee created two content streams ripping up the rulebook on what feeding your baby looks like. Where we stepped in was to elevate this from a brand campaign to national news, to drive conversation and make mums feel seen.

THE INSIGHT

91% of mums believe their emotional, mental and physical health went unacknowledged while feeding their baby.

OUR JOB

The Boob Life and Spill the Milk IGTV content pieces featured real mums and their real experiences. We needed to take this content and make it relevant for a national audience.

STIRRING EMOTION

Empower mums with a platform to voice their challenges and right to own their feeding choices.

THE STIR WAY

Amplifying the voice of real mums and real women.

A three-pronged approach positioning Tommee Tippee as the conduit for real conversation:

  • Planned controversy when broadcasters and platforms censored The Boob Life – positioning it as a feminist issue.
  • Heroing the diverse stories of our mums via personal interviews and advertorials.
  • Interviews with Myleene Klass to front Spill the Milk.

Impact and implications

Output

1B

people reached via press from national, lifestyle and parenting media, with over 600+ brand mentions.

Outtake

84%

of coverage included a link to the brand video, content series and/or campaign imagery.

Outcome

566%

uplift in visits to Tommee Tippee website during campaign period.

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