Getting food companies – especially, lunch food makers – to accept the realities of today’s modern parenting world has been an uphill climb for our team.
In those companies’ worlds, only the mom shops, cooks and prepares lunches. The dad remains out of the picture, or at best, only a token visual.
Danimals yogurt snacks is the latest brand to exclude fathers from its marketing content, as seen on its website, and regularly in social media.
This act is a risky proposition, to be sure. The first implication is that it makes mom’s place to be in the kitchen. The second is that it implies dads don’t prepare meals or raise children. Either way, both parents look bad because it places an unfair gender bias built on norms from yesteryear.
As mentioned, we continue to find this in the lunch world. At the start of last school year, Oscar Mayer introduced a video spot heralding mom for her work in readying kids for school. Babybel has been known to exclude fathers. Juice box makers regularly ignore dads as equal parents. And Jif has its infamous time-worn, out-of-date slogan.
We all know that dads pack lunches, and we’ve even seen those cute stories where dads share noontime love through their talents.
It’s particularly disappointing to see the exclusion perpetuated on the Danimals social media pages, where dads are forgotten on a regular basis.
If Danimals doesn’t want to be forgotten by dads, we’re open to talking sometime. Want to do lunch?