Adults Experience the Mealtime Tantrum in Hilarious Plum Organics' Spot

Madwell’s latest campaign for Plum Organics' highlights the importance of opening up little ones to new experiences, like spinach, early. At the centre is a comical :30s spot, titled Big Babies, which features a scene parents know well - the mealtime tantrum - in a way they’ve never seen before: performed by an adult. 

Palate expansion, with its inevitable highs and lows, can be a difficult subject for parents. But, it’s a crucial one that Plum provides a solution to. So, Plum thought, what if we could remind parents that we’re here to support those early food experiences in a way that entertains and uplifts them? Madwell’s answer was the birth of the Big Baby: a picky adult who melts down at the sight of a vegetable.

Tastebud training begins at the beginning of life. Madwell’s new campaign for Plum shows what happens when a child isn't opened up to unique flavours and ingredients when they're small. The campaign is planned to run through Summer 2024.