• by Steve Ellwanger , April 12, 2023

Lots of people like baked goods that moms make—but they don’t necessarily need their moms to provide them.

Particularly when a doting, 24/7 mommy pops up in everyday situations that could do without extra awkwardness—as depicted in a new campaign for 20-year-old snack bar brand Bobo’s Baked Goods.

“When people bite into a Bobo’s bar, we want them to be reminded of the home-baked taste their mom makes,” David Littlejohn, founder and chief creative officer at Bobo’s agency Humanaut, tells Marketing Daily. “But we also wanted to acknowledge that peoples’ relationship with their mother is a little complicated, which led to some real comedic moments.”

The messaging is clear in this spot for Bobo’s oat bars and bites when a mother intrudes upon her grown daughter’s office space in the company of a co-worker.

“I brought you some yummy oat bars,” says the mother. “Also brought a heatin’ pad for your cramps!”

Another mom pops up behind a couch and surprises two people on a date night while offering them chocolate-infused oat bites.

“The chocolate is an aphrodisiac,” notes the helpful mother.

“Our target audience for this campaign is a mix of parents and active lifestyle cohorts,” says Bobo’s director of ecommerce Rachel Hollingsworth.

Campaign media elements include connected-television, Instagram, Facebook and YouTube—with 75% of media spend targeting the Atlanta area and the rest to Austin, Texas.

“We identified Atlanta and Austin as key growth markets that overindex with our target audiences,” says Hollingsworth.

“Bobo’s also has ample retail availability in these areas, making it easier to track any brand or sales lift that might occur as a result of the campaign.”

Bobo’s was founded in Colorado in 2003 by Beryl Stafford and her daughter, who was nicknamed Bobo.