Breastfeeding, pumping, formula—sometimes all three. Bodies change. Schedules change. Life gets involved.
That was the starting point for Feed Belief, and the campaign expression Made Like Mom.
4.7★
Average customer rating across 178 verified reviews on munchkin.com
$12.69
iROAS — outperforming the Baby category benchmark by +64%
178%
Unit Lift — exceeding the Baby category benchmark by +293%
158%
Sales Lift — surpassing the Baby category benchmark by +301%
Mid-flight incremental read, benchmark period 3/1/26–8/6/26 (aligned with March launch). TCIN-level sales data to follow.
Two 30-second films following real mothers through changing feeding routines.
MY ROLE & COLLABORATORS
My part in the work.
As Associate Creative Director, Creative Content & Operations, I partnered with Creative Director Diana Barnes and BBDO Colenso from strategy through launch.
Together, we carried the idea across film, photography, digital, retail, and clinical content. Different audiences and formats. The same understanding of the people we were talking to.
$1.5M
Combined agency and production budget managed and overseen
$500K
Saved on the three-day shoot against an initial $1.2M production quote
COMPANY
WHY Brands (Munchkin)
CAMPAIGN
Made like Mom
AGENCY
BBDO Colenso
CREATIVE DIRECTOR
Diana Barnes
ASSOCIATE CREATIVE DIRECTOR
Chris Harrelson
THE HUMAN INSIGHT
Start with what actually happens.
The creative needed to make room for real feeding journeys. We followed mothers through their routines, showing how feeding changes without prescribing one way to do it.
Two 30-second films brought that thinking to life. Photography carried the same attention to everyday moments.
LIFESTYLE PHOTOGRAPHY
FROM STORY TO EXPERIENCE
When the film ends, the questions begin.
A campaign can make someone feel understood. They’ll still have questions about the product.
We rebuilt Munchkin.com with dedicated Organic and Original Milk pages, ingredient information, comparisons, reviews, and subscriptions. A Clinical Nutrition Hub gave healthcare professionals a dedicated resource.
The thinking was simple: make the emotional connection, then be useful.
AI & CREATIVE CRAFT
Keep the people real.
AI tools helped us adapt approved film and photography into additional Meta creative.
The mothers, babies, and feeding moments remained real. The tools gave us more ways to work with the material we had captured.
Give the idea somewhere to grow.
Munchkin.com continued helping parents explore the product. New Meta assets extended the campaign. A separate partnership with Target Roundel brought the idea into retail media.
PAID SOCIAL
Ingredient messaging, made visual.
PAID SOCIAL
A customer review beside the product.
PAID SOCIAL
A real feeding moment, paired with a review.
PAID SOCIAL
Three reasons to explore Munchkin Formula.
SOCIAL
The film’s story, reframed for the feed.
BANNER
The campaign in a wider composition.
01 / 06
THE WORK, ACROSS THE WORK
602
Campaign files across photography, film, product pages, site and paid media
131
Edits from two hero films, adapted across formats
13
Channels carrying the same creative idea
4
Site, two product pages and a Clinical Nutrition Hub
