Giving Moms One Less Decision to Make with Alden’s Organic Ice Cream

AGENCY: For Good and Company
CLIENT: Alden’s Organic Ice Cream
ROLE: Director of Strategy and Communications

Alden’s Organic Ice Cream—the number one organic ice cream brand in the US knew moms were their number one customer, but how to connect to them? Can a brand connect to the maternal experience, and help moms choose organic in the freezer aisle?

We dug into consumer research, and our own experience as moms, to uncover how moms were navigating post-pandemic parenthood:

Millennial Moms? They be tired.

America is in a childcare crisis and 18% of moms left the workforce or changed jobs in the past year, the main reasons cited were to stay at home with the children, or a lack of childcare. 49% of moms are feeling burned out by motherhood. The mental load of parenting still falls on mothers, 58% of moms report they are primarily responsible for the duties of running a household—62% are responsible for meal planning and preparation, this is up 7% over 2022. The majority of moms (62%) still report getting less than an hour to themselves each day. If they had that uninterrupted hour, moms have a long wish list of how they would spend it. Coming in at the top are taking a nap (55%) or watching a show (54%). A study from Channel Mum found that 93% of moms haven’t seen an ad that accurately represented their parenting experience. Brands need to leave behind the ‘perfect mom’ stereotype and consider what mothering experiences have been left out of traditional advertising.

What’s more, moms are overwhelmed and decision fatigued: The average adult makes 35,000 decisions a day, 226.7 of those are about food alone—when you’re a parent, this doubles. A lot of thinking. (Sources: Motherly: State of Motherhood 2023, WGSN Millennial Mums, Parenting Through Burnout.)

So how could Alden’s meet moms where they were at? Overthinking and not sleeping.

Our Strategic Position:

Don’t Give it a Second Thought

When moms choose Alden’s Organic, they can be in the moment. They don’t have to think about whether it’s the best choice for their family or themselves. We’ve taken care of that.

Just enjoy the moment (or five).

From here we ran with both a campaign for the launch of Alden’s Organic new frozen dessert bars made with greek yogurt and an always on social media content approach that spoke to the mom experience. Social focused on easy, better-for-you snacking and some share-able and relatable levity to maximize Instagram audience DM-sharing behavior.

 

 

 

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