Bobbie enlisted influencer Nara Smith to stress the point that some things, like baby formula, cannot be made from scratch.
The baby formula brand released a campaign, styled as a satirical thriller, showing Smith frantically sifting through parenting books and internet forums to illustrate the challenges of new parenthood. She then reaches the conclusion that there is “no such thing as the perfect formula” for parenting.
Bobbie, founded in 2018, is a challenger brand that offers organic infant formula without ingredients like corn syrup and palm oil.
Smith gained a following online from her videos showing her making meals from scratch, often at the request of her husband or children.
