Philips Avent, a global leader in baby and parenting products, in partnership with We Scout, has launched Love For Mum, an integrated campaign that transforms a powerful consumer insight into storytelling, shopper marketing, retail activation, digital and consumer experience, demonstrating how brand purpose can be brought to life across the entire consumer journey.
Julie Chan, Marketing Manager at Philips Avent ANZ, said Love For Mum uses a single insight to inspire an integrated campaign that connects emotionally while creating meaningful engagement across every consumer touchpoint.
“Our research uncovered that Australian mothers are exhausted and while the people around them are ready to help, but too often support never arrives because nobody asked for it. We wanted to create more than a campaign. We wanted to turn that insight into an integrated brand experience that connected emotionally while creating meaningful engagement across retail, shopper, digital and live experiences. Every element has been designed to celebrate the villages that help mothers through one of life’s biggest transitions,” said Julie Chan.
The campaign was inspired by new research revealing a striking disconnect between Australian mothers and the people who want to support them. While 93 per cent of Australian mothers report feeling burnt out and 75 per cent say they struggle to ask for help when they need it most, 90 per cent of the people in a new mother’s village say they would step in if only they knew they were needed. Rather than focusing on the challenges of motherhood, Love For Mum celebrates what happens when the village is invited in.
Anchored to Philips Avent’s global Share the Care platform, the campaign is led by Ellidy Pullin, who welcomed daughter Minnie after the tragic loss of her partner, Olympic snowboarder Alex “Chumpy” Pullin, and has openly shared her journey through grief and motherhood. Ellidy is joined by Brooke Jowett, Nicole Saldern, Kelly Banning, Alana Wu, Rebecca Gibbs, Ellie Stevens, Nikita Samiotis, Julie Chan, Danielle and Nicole from When Words Fail, and Malaan Ajang, each sharing the story of the person who helped carry them through motherhood.
At the heart of the campaign is a limited-edition Love For Mum coffee table book featuring deeply personal letters written by the people who supported these women through one of life’s biggest transitions, partners, friends, siblings and chosen family, sharing what it was like to witness them become mothers. Each letter is paired with intimate photography capturing both the joy and complexity of early motherhood.
The book extends the campaign beyond storytelling into retail experience, becoming a meaningful gift with purchase through participating retailers and transforming the campaign’s central message into a tangible keepsake for new parents. Ellidy also wrote the book’s foreword, reflecting on her own experience of navigating motherhood with the support of her village.
Annabelle Jones, Director of We Scout, said the campaign reflects what can happen when brands are prepared to back brave, insight-led creative.
“When we presented this thinking to Philips Avent, they immediately backed an idea that stretched what the brand has traditionally done in this market. It meant leaning into the emotion of motherhood and meeting mums and their villages where they are, rather than simply talking at them.
“We’re proud that Love For Mum feels raw, honest and unfiltered. It’s a campaign built around real stories that reminds mothers they don’t have to do it alone, and we’re incredibly proud of the partnership we’ve built with Philips Avent Australia to bring that vision to life.”
The campaign’s hero content follows the same idea. Each contributor’s village person wrote them a letter before reading it aloud for the first time on camera. Those genuine, unscripted moments became the emotional heart of the campaign, offering an authentic alternative to the polished creator content that has long dominated parenting marketing.
The campaign comes to life publicly through The Village Milkbar powered by Philips Avent, a two-day consumer activation taking place this week on 24 and 25 July at September Studio’s new café, The Neighbourhood, in Sydney’s Darlinghurst.
Open to the public across both days, the experience will feature complimentary coffee, Tokyo Lamington treats, baby and children’s activities, September Studio florals, product giveaways and practical support for parents, creating a welcoming space where communities can gather, celebrate motherhood and recognise the villages that make it possible.
