May 19, 2017 — This week, our Red Baron® brand team launched its new campaign featuring the Baroness, an authentic and relatable new character created to better appeal to one of the brand’s most important audiences — moms.
The Baroness is debuting in a new 30-second digital spot called “War Stories,” which is airing now. Inspired by real stories moms share with each other every day, “War Stories” features the Baroness and seasoned mom-influencer Kristin Hensley exchanging the humorous and sometimes gross realities of parenting. The spot ends with the Baroness rewarding Kristin’s small victories with a well-earned parenting patch.
At its core, “War Stories” recognizes that motherhood comes with challenges and circumstances only mothers can understand. The Baroness is the ultimate “Wing Mama” and embodiment of the support moms need during the moments of chaos, at mealtime and beyond.
A campaign created by moms for moms
The new campaign was inspired by real stories shared by moms. The brand team said that by casting real moms like Kristin Hensley and the Baroness in its new commercial, they hope to speak more authentically to today’s “proud to be perfectly imperfect moms.”
“We listened to a lot of moms — friends, consumers and team members — who didn’t see themselves in a lot of the picture-perfect moms usually portrayed in TV and advertising. It’s important that as a brand we create a new marketing campaign that not only embraces the messiness and chaos of motherhood but also champions all moms and the decisions they have to make every day,” said April Anslinger, chief growth officer, Schwan’s Consumer Brands, Inc., and a mom herself. “We’re excited to introduce the Baroness, a mom who understands parenting doesn’t always mean perfection. As the new voice of the brand, the Baroness will speak to busy moms as only another mom can, by finding humor in the often-hectic moments of motherhood, and by sharing patches to remind moms just how well they are doing, every day, even when they don’t realize it.”
In the campaign, the Baroness will introduce a signature look, including a bomber jacket adorned with different patches she has earned throughout the years as a mom. Each patch represents different experiences, roles and battles moms typically face every day, from Clean Plate Club to Tantrum Slayer – likely a title she earned by surviving a standoff with a four-year-old over broccoli. Some patches will also be inspired by classic phrases or “mom-isms” like “Ask Your Dad,” “Nailed It” and “Whatever Works.”
The patches will serve as social currency the Baroness will share with moms, and moms can share with each other as a symbol of support and empowerment. Throughout the campaign, the Red Baron® brand team will make patches available through various marketing channels, including:
- Social media surprise and delight activations, creating personalized patches for moms who share their war stories in real time using #WingMama.
- Through influencer partnerships with real moms wearing and sharing their war story-inspired patches.
In addition to the digital spot, the Baroness introduced her social media footprint with Facebook and Twitter profiles to create a space online for real moms to engage with her directly. The new Red Baron® campaign will also be supported by custom media content with Romper.com and People.com, as well as dedicated influencer, PR and shopper marketing support. The 30-second “War Stories” TV spot is also scheduled to begin airing nationally in July 2017. To learn more, visit www.facebook.com/Baroness or follow @Baroness on Twitter.
