Franjo's Kitchen Campaign

A campaign that treats mothers like endurance athletes.

Lift like a mother******

Franjos Kitchen came to us tired. And pissed off, if we’re honest. This group of incredible women and mothers were sick of carrying so much, with so little appreciation. And they were sick of the maternity category’s pollyanna attitude about it all. Their breastfeeding cookies and hydration powders are for women who barely have a moment to take a sip of their now-cold coffee—so why is the cultural imagery of motherhood so soft, so leisurely, so sugary sweet?

To bolster their launch into Chemist Warehouse, Franjos wanted a campaign that summed up their attitude. Something punchy, clear, and strong. No pastels, no flowers.

Mothers are like endurance athletes

We presented them with an idea—mothers are like endurance athletes. They don’t just shoulder the mental load, they shoulder the physical one. Picking up a baby that gets heavier every day? Breast feeding so much you’re burning the same calories as a marathon runner? Carrying the equivalent of twelve bags of oranges in your belly all day, every day during pregnancy? These were all statistical facts that pointed to one thing: strength. Our creative direction borrowed cues from gym culture — activewear, squatting and lifting, powerful expressions — and blended them with product and tropes of motherhood.

Risky lines pack extra punch.

We showed them a campaign line; “Gym Bros Could Never”, positioning mothers as way fiercer than any gym shark. But they noticed a cheeky alternative line in our deck: “Lift Like a Mother******”. When a client chooses the risky line, a copywriter gets their wings.

Supporting copy focused on the stats and facts that illustrate just how much women lift, mentally and physically. Headlines subverted gym lingo like ‘pumping’ and ‘shredding.’ The products themselves were “fuel for lifting the motherload.” And art direction was focused on celebrating strength and effort, not perfection and leisure. Fierce expressions, active bodies, and unapologetic attitude.

The Franjos team took it from there, using our ideation, copy and art direction as the basis for a shoot featuring their fearless leader (and midwife) Aliza Carr alongside some other seriously impressive mother******s. They’re now rolling it out across socials and out of home, blasting the message that motherhood is an endurance sport.

Birthing such a strong idea and seeing it get its legs…it’s safe to say, we feel pretty maternal over this campaign.


Check out the campaign on Franjos’ socials here.

Credits & other partners:
Creative concept by: Willow & Blake
Photography by: Liane Hurvitz
Videography by: Ellen Louise Films
Styling by: Meggy Smith
H&M by: Shella Ruby Martin
Socials by: Bang Band Creative

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