Case Study: Franjos Kitchen launches a bold motherhood campaign with Willow & Blake

Franjos Kitchen launches a stronger motherhood campaign with Willow & Blake

Franjos Kitchen came to Willow & Blake with a challenge. The company, which makes breastfeeding cookies and hydration powders, was preparing to launch into Chemist Warehouse. They were frustrated with the maternity category's overly sweet and soft imagery and wanted a campaign that was punchy, clear, and strong to match the reality of motherhood.

Willow & Blake developed a creative concept framing mothers as endurance athletes, blending gym culture cues with motherhood tropes. The core campaign line became "Lift Like a Mother******," supported by copy focused on the physical and mental stats of motherhood. The vendor provided the full creative ideation, copy, and art direction. Franjos Kitchen executed a shoot based on this work and is now rolling out the campaign across social media and out-of-home platforms.

Franjos Kitchen