Giving Moms One Less Decision to Make with Alden’s Organic Ice Cream

Solving decision fatigue for moms by making Alden’s the no brainer choice for frozen treats.

Alden’s Organic Ice Cream—the number one organic ice cream brand in the US knew moms were their number one customer, but how to connect to them? Can a brand connect to the maternal experience, and help moms choose organic in the freezer aisle?

We dug into consumer research, and our own experience as moms, to uncover how moms were navigating post-pandemic parenthood:

Millennial Moms? They be tired.

America is in a childcare crisis and 18% of moms left the workforce or changed jobs in the past year, the main reasons cited were to stay at home with the children, or a lack of childcare. 49% of moms are feeling burned out by motherhood. The mental load of parenting still falls on mothers, 58% of moms report they are primarily responsible for the duties of running a household—62% are responsible for meal planning and preparation, this is up 7% over 2022. 

What’s more, moms are overwhelmed and decision fatigued: The average adult makes 35,000 decisions a day, 226.7 of those are about food alone—when you’re a parent, this doubles. A lot of thinking. (Sources: Motherly: State of Motherhood 2023WGSN Millennial Mums, Parenting Through Burnout.)

So how could Alden’s meet moms where they were at? Overthinking and not sleeping.
Strategic Position:

Don’t Give it a Second Thought

When moms choose Alden’s Organic, they can be in the moment. They don’t have to think about whether it’s the best choice for their family or themselves. We’ve taken care of that.
Just enjoy the moment (or five).

From here we ran with both a campaign for the launch of Alden’s Organic new frozen dessert bars made with greek yogurt and an always on social media content approach that spoke to the mom experience. Social focused on easy, better-for-you snacking and some share-able and relatable levity to maximize Instagram audience DM-sharing behavior.

So how did it do?

 

🍦We reached 6.7 million people from April-June with content and advertising featuring Alden’s Organic

 

🍦 Jumped from 1% engagement rate on Instagram to almost 11% (8x higher than industry average)

 

🍦 Saw a 6% lift in purchase intent

 

🍦 Almost half of all Instacart sales were from customers “new to brand”

 

🍦 Our key store partner saw an 18% increase foot traffic as a result of ad exposure