Bobbie, the organic, mom-founded infant formula company shifting culture around infant nutrition, today announced its newest national brand campaign featuring model, lifestyle creator, author of Homemade and mother of four, Nara Smith. Known globally for her hyper-curated, serene videos of making everything from scratch in couture gowns, Smith partners with Bobbie to peel back the curtain on the unrealistic expectations placed on modern parents, rallying around a singular message: Feeding your baby is personal, not perfect.

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The satirical campaign launches with a hero video starring Smith, in a stark departure from her signature aesthetic, she is shown amidst the chaotic reality shared by millions of parents: deep into a late-night research rabbit hole in search of the “perfect” formula. Sweatpants on, hair undone, and surrounded by open browser tabs, printed scientific studies, and pinboards tracking European standards, heavy metals, and DHA levels, Smith attempts to solve infant nutrition herself, only to realize that the “perfect” formula doesn’t exist, and parents shouldn’t have to go down the rabbit hole to feel like they’re doing right by their baby.

Despite assumptions that her feeding journeys with all four babies have been effortless and exclusively breastfeeding, Smith has combo-fed with four of her babies and has specifically been feeding her youngest, Fawnie, with Bobbie Organic Whole Milk formula for months. Growing up in Germany, Nara was drawn to Bobbie’s EU-style standards, organic ingredients, and took comfort in the fact that it’s manufactured right here in America.

“Nara Smith has become the internet’s icon of making the impossible look effortless,” said Kim Chappell, Chief Brand Officer at Bobbie and mom of three. “So when even Nara, the ultimate ‘make-it-yourself’ mom, goes down the formula research rabbit hole feeling overwhelmed, obsessive, and vulnerable, it exposes a broader truth. Not only is this entire spot a satire of the journey our founder Laura went on when she started Bobbie as a first-time mom, but it’s something all parents can resonate with. Chasing perfection in parenting is an exhausting trap. Our goal with this is to bring clarity, confidence, and peace of mind to parents, taking the research burden off their shoulders so they can focus on feeding their baby however works best for them.”

Recent data points to an intensifying culture of online comparison for parents, with nearly 72.5% of mothers comparing themselves to others on social media (source: Motherly), and 35% to 44% feeling immense pressure to project a perfect parenting image (source: Ohio State).

By placing Smith at the center of a satirical research rabbit hole, Bobbie is simultaneously poking fun at and challenging the pressure parents feel to do everything perfectly. The campaign highlights that no one, regardless of follower count, status, or aesthetic, is immune to the guilt and pressure surrounding infant feeding in year one. And reminds us that we should never assume to know how someone is feeding their baby.

“People see a two-minute video on social media and project an entire life onto it,” said Nara Smith, creator, model and mom of four. “The truth is, as a mom of four, my feeding journey hasn’t been perfect with any of my kids, and that’s okay. Going down rabbit holes late at night, second-guessing choices, and wanting the absolute best for your baby is something every single parent goes through, no matter who you are. I’m exclusively feeding my youngest with Bobbie right now and when it came to choosing a formula, Bobbie was the natural choice: EU-inspired, made right here in the US, and made with ingredients I trust and would actually feed myself. Bobbie does the heavy lifting and research so we have permission to let go of perfection.”

At the depths of Smith’s rabbit hole in the hero film, supermodel and mom of three Ashley Graham (who partnered with Bobbie in 2022 as the first combo-feeding mom on a billboard) appears as a grounding voice of reason, handing her a can of Bobbie. This moment is a nod to the fact that a large percentage of Bobbie customers turn to the brand from a suggestion from another parent; a cheeky nod to the power of word of mouth recommendations and the peace of mind that comes from another parent telling you, this worked for us. “There’s no such thing as a perfect formula,” Graham reassures her.

The campaign launches on September 16 on Bobbie’s organic social channels, with a dedicated merch store featuring campaign-inspired items including We Are Not Really Strangers sweatshirts, baby tees, DIY cross-stitch kits, and Weezie burp cloths.

To watch the campaign video and learn more about Bobbie, visit hibobbie.com/feeding-is-personal.

About Bobbie

Bobbie is the only European-style infant formula manufactured end-to-end in the United States. Founded in 2018 by moms, for parents, Bobbie is on a mission to create a culture of confidence in infant feeding – and has been doing so since launching in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, Bobbie is the best-selling organic formula at Whole Foods Market and the only Organic infant formula on Costco shelves.

Bobbie offers a complete suite of four clinically crafted organic and grass-fed infant formulas, manufactured right here in America, making it the first and only mom-founded infant formula brand in the world to own its manufacturing end-to-end on American soil. Every formula is developed with leading pediatricians, nutrition scientists, and clinical experts to reflect the latest evidence-based infant nutrition science, and every batch undergoes 2,000+ quality and safety checks.

Purposefully sourced with simple, high-quality, organic ingredients and held to rigorous European nutritional standards, Bobbie has been independently recognized by Consumer Reports as a “Top Choice” infant formula across two consecutive rounds of heavy metal and contaminant testing (2025 and 2026)–with all four formulas rating non-detect or low for lead, arsenic, BPA, acrylamide, cadmium, and mercury.

For modern families who want the best organic infant formula without compromise, Bobbie delivers safety, transparency, and nutrition in every can–crafted right here in America, for American families. For more information, visit hibobbie.com.

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