Former Frank Ocean Creative Director Shapes Baby Food Campaign
After three years on the market, Yumi, which is seeking to redefine the future of baby food with freshly made, delivered meals, has debuted its first brand campaign. Titled “This Is Now,” it is intimate look at what it means to be a parent in 2021. The campaign was helmed by Thomas Mastorakos, who recently joined Yumi as the company’s Creative Director and served in the same role for musician and artist Frank Ocean for eight years.
“This Is Now” celebrates how the current generation redraws what it means to be a parent and what it expects from brands. Yumi shipped cameras to real families across the country and had them document their everyday lives, against the backdrop of a global pandemic. The resulting images are raw snapshots of real moments and real parenthood – a single dad who is also an activist, a child sharing an ordinary moment with one of his two moms who happens to be a goth rockstar, and more. The campaign encourages parents to push baby and kid’s foods outside historic expectations, all while calling for transparency in the industry.
“For our first brand campaign, it was important that we provide an uninhibited look at what parenting is today – unvarnished, personal, and at home,” said Angela Sutherland, co-founder and CEO of Yumi. “The images beautifully capture the Yumi ethos of keeping it real, and push us to challenge our expectation of what parenting and baby food should be.” Launching with billboards across major cities in the US, the campaign includes a complete update to the Yumi brand, website, packaging, and digital footprint.