The creative concept for “Hands Off My Halos” is grounded in a consumer insight, with research showing six out of 10 mothers of young children say they’ve been criticized about their parenting, with more than half of the disapproval centered on what they feed their kids, per the C.S. Mott Children’s Hospital National Poll on Children’s Health.
“There’s so much pressure, with parents feeling judged and kind of overwhelmed by all the choices and decisions they have to make everyday,” Hirano said. “The insight spoke to us.”
The media buy around “Hands Off My Halos,” which is expected to run in various iterations through 2025, includes linear and connected TV, out-of-home, digital and social. The brand has tripled its TikTok spending, using a googly-eyed mascot named Hal to latch onto Gen Z with pop culture-driven posts.
In addition to the two spots, Wonderful plans pop-ups and other activations around the country, brand partnerships, and in-store displays and sampling.
