Bobo's needed to stand apart in the crowded nutrition bar aisle while without losing the warmth and authenticity that defines the brand. I worked closely with the creative team to shape a campaign that leaned into the charm and humor of an ever-present, well-meaning mother, bringing its delightfully absurd premise to life while preserving the sincerity at the heart of the Bobo's brand. The result was a memorable campaign that helped Bobo's generate more than 12 million impressions, exceeding video completion benchmarks, and driving a 5.3% lift in brand consideration.