“One of the biggest pitfalls is you start talking about people as mums and you think that their entire identity and life is being a mum. It is really easy to forget about the rest of the person.”

Si Goodall, Founder of The Ninety-Niners, is explaining the stereotypes that so often stop brands from truly connecting with mothers. Stereotypes which mean that even in 2025 many brands are failing to connect with the multifaceted and at times contradictory reality of parenting. 

Goodall is obsessed with real people. So much so that the agency he founded The Ninety-Niners, is rooted in placing real people at the heart of advertising. Alongside Mandy Bobrowski, Marketing Director of Organix Brands, Goodall is explaining how real people, many of whom also happen to be mums, sit at the heart of the brand’s marketing strategy. Last September, Organix launched a new integrated campaign which encourages parents to ‘Keep the Good Times Rollin’ for their little ones.

The campaign successfully eschewed category norms featuring a cast of ‘Lil Ballers’ (toddlers living their best, unfiltered lives in a local park). When hunger threatens a little boy’s happiness, his mum is on hand with an Organix snack to keep the parenting show on the road.

Meet future mum

As Marketing Director of Organix Brands, Mandy Bobrowski is in the driving seat of change at the baby and toddler food brand. A shift in approach which is rooted in an authentic desire to not perpetuate suffocating stereotypes of motherhood. 

“A lot of the conventional wisdom is that when you are a new mum you are always thinking about an idealistic future for your child. You want your child to be an athlete, a mini Einstein or at the very least not a fussy eater,” she explains.

Yet the reality is real mums are living in the moment. As Bobrowski explains: “In the early days of parenting the truth is it really is about surviving the day.” She describes this insight as a genuine ‘aha’ moment for the brand which has changed their approach, sharing: "Mums might set out with a plan for the day, but the chances are it is out of the window before breakfast. It means they have to be prepared to adapt to whatever the day throws at them, and having Organix in the bag is one way they can do that."

The insight marks a step change from the arguably unattainable ideals of what motherhood should look like. “A lot of brands have a tendency to see mums as a superhero; dealing with every family emergency and incompetent partner,” says Goodall.

He continues: “That might seem empowering but it creates an unattainable ideal. Brands are inadvertently creating more pressure for mums. We turn mums into heroes and in turn make other mums feel they are not good enough.” 

A pressure cooker of perfection

Turning down the heat on the pressure cooker of perfection for mums is a key part of the marketing agenda for Organix.

The Future Mum research reveals that 83% of Gen Z mothers agree that it is important to be ‘perfect’, higher than previous generations. 79% of Gen Z mums say they are wrestling with anxiety and according to research from the University of Manchester over half of children born from now will have a mother who has experienced mental illness. 

For Bobrowski, the tightrope brands walk is one of recognising the anxiety that mothers feel, while at the same time building their confidence. While previous generations relied on taking a similar path to their parents, this generation wants to do things their own way. 

“This generation is completely digitally native, there is no single source of truth. There is so much information out there,” explains Bobrowski. If in the past the NHS was the ultimate source for new parents, now TikTok is one of the key online destinations for advice and guidance. 

For Goodall the onus is on brands and agenies to ensure that they are not adding to the pressure mums feel. “What we saw in the Future Mums report is that younger mums are amongst the most anxious and they feel much more pressure to be perfect.”

In this environment, it is all too easy for brands to inadvertently add to their stress levels, even when their intentions are good. “It's important to acknowledge that brands can inadvertently add to the pressure. For instance if you talk about milestones and development.”

Mindful marketing

Acknowledging this pressure can be incredibly positive for brands. Coupled with the pressure that mums feel is a greater self-awareness of their mental health. “Some of the pressure comes from the fact that this new generation are really thinking about how they want to parent. They want to be emotionally connected with their child. They want to be aware and present. They know these moments of parenting are fleeting and they want to make good choices,” says Goodall.

It is a shift in approach which he sees as very positive in lots of ways. “This is a generation of 'mindful parents' that is doing things differently. They want to be more involved and have a more evolved relationship with their children as they grow. For Organix communications, that means less reliance on the nutritional expertise that still underpins our products, and more focus on empathic understanding of real parents' lives,” he explains.

This mindfulness extends to how Organix approaches building relationships with parents. Since joining the brand three and half years ago, Bobrowski has taken the brand on a journey from one anchored in functional, quality ingredients to building emotional connections with parents. “The brand is over 30 years old,” explains Bobrowski, sharing that for much of its lifespan, it acted as a ‘trusted mentor’ to parents. 

“Mums aren’t looking for brands to mentor them, they are looking for brands to be allies and be by their side in the good times and the bad,” she explains. This evolving relationship has changed the way that Organix thinks about everything from its communications strategy to the platforms it advertises on.

“It has made us think so much more about our inclusiveness. We are trying to be a brand that is not putting pressure on but that is supportive,” says Bobrowski. She continues: “The Archetype of the brand has shifted from mentor to best friend and that ensures we stay relevant to today’s parents.”

Inclusivity in action 

This shift in brand and consumer relationship to one of peers is a change fuelled by influencer culture. “The growth of influencer culture has highlighted the importance of talking with honesty rather than authority,” says Goodall. He believes that this shift has significant implications for the marketing industry more broadly as it is very easy for brands to believe that because they know their products inside out they need to tell consumers about them. Brands need to be mindful of perpetually being in broadcast mode.

Bobrowski is clear-sighted that communications is just one part of what makes the brand. “The five Ps of marketing are still really important,” she explains. Trust is vital to the brand. The fact the brand is underpinned by sustainability, is organic and has complete transparency and clarity about its ingredients, is therefore crucial. “There is much debate around brands jumping on the purpose bandwagon, but we started with a clear purpose to improve the standard of foods for little ones and use business as a force for good and this remains so today, we are really clear about how we develop the brand with consistency,” she adds.

This consistency is arguably more important in a market where your product has to market itself to 600,000 new customers every year. New parents often have no idea about the brand and category.

“You have to be bold, be brief and then be gone,” explains Bobrowski. She continues: “Building mental availability that supports the physical availability is key”

Lightening the load

Yet while the fact that Organix products are organic and trusted is vital, it also doesn’t mean the marketing message needs to be rooted in the practical benefits rather than the emotional ones. 

“Rather than talk about the things the brand is trusted for, we focused on the genuine role they play in people’s lives,” explains Goodall. So while an Organix rice cake might be organic and convenient, in the moment it can avert a dreaded toddler meltdown or extend a great play date. This approach is rooted in its real relationship with customers.

Notably, it is rooted in the genuine role the products play, rather than simply the challenging reality of parenthood. “The problem is that if you just hold a mirror up to people’s lives then the brand is nowhere,” explains Goodall. 

“The emotional piece is much bigger than the rational decision,” Bobrowski explains, adding: “Parents want to give food that their children will enjoy.” Through this lens, the brand can continue to lead with purpose in its products and sustainable credentials, while also injecting some much-needed fun into the sector.

By leading not with its product credentials, but its genuine role in consumers' lives, Organix has successfully punctured the pressure cooker of modern motherhood.