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 And Jif has its infamous time-worn, out-of-date slogan.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?
If roughly 64 percent of mothers are working moms, and the proportion of working moms has gone up 800 percent since 1860, then who’s feeding kids after-school snacks?
Not dads, according to the marketing team at Babybel.
We found another discouraging ad in the October 2014 Parents magazine which makes dads feel like they don’t count. That ad is from Babybel, who used two simple words (“Attention Moms!”) to change the entire focus and feel of this print ad.
It’s not like we see Babybel advertising during primetime TV or in USA Today, so when they do spend their advertising dollar we suspect they need to get a hit during every at-bat. That’s what makes this ad even more disappointing. They placed it in, not a mothers-only magazine, but Parents magazine, where they had a chance to market to both moms and dads. Instead, they came up flat.
Ironically, Babybel’s website proclaims their cheese to be “the snack your whole family will love.” That seems difficult to believe, as they single-handedly made dads to be nonexistent when it comes to providing the after-school snack.
At the bottom of the ad, Babybel’s message ends with “Let’s be friends.”
That’s a tough request for dads to consider. They weren’t even asked in the first place.