The bar your mom would bake...

Advertising agency and brand production studio Humanaut has created its first national campaign for Bobo’s, a brand known for its delicious, nourishing and comforting baked goods made from simple ingredients. The pitch? “The bar your mom would bake—without her actually having to be there.”

Humanaut created a :30 hero spot, three :15s, three :06s, and five static ads. It’s the agency’s first campaign for the client after winning the account in October 2022. The campaign’s videos and static ads will begin targeting audiences on paid social media (Instagram/Facebook), CTV (Tradedesk), and YouTube in early April. Based on Bobo’s audience analysis, 75% of the spot’s media spend will be allocated to the Atlanta area and the remainder to Austin, Texas.

The comedic ads explore what the world might look like if people’s actual mothers—in all their mom-hood glory—showed up in the daily lives of their children with delicious Bobo’s oat bars and other baked goods when their kids had a craving. These oversized personalities pop up at schools, at work, and even on a date. The point is to show why grabbing a Bobo’s bar is a more-convenient and less-awkward way to enjoy that home-baked taste people love than having a visit from a mother who smothers.