Momcozy campaign puts focus on mothers’ needs

Momcozy has launched its Mother’s Day campaign, Choose You, Too, alongside a television commercial featuring Abbie Herbert and the rollout of a new platform, The Mama Registry.

The initiative centres on encouraging mothers to express their own needs and prioritise self-care, positioning this shift as an essential part of the parenting experience rather than an afterthought.

Campaign highlights self-care and honesty

The campaign addresses a common dynamic in motherhood, where individuals downplay their own needs. Through its messaging, Choose You, Too aims to normalise more open conversations around support and wellbeing.

Abbie Herbert appears in the campaign’s television spot, drawing on her public profile as a parent sharing everyday experiences. The film was produced by CROING Agency, a women-led studio founded by Alejandra Salazar.

Abbie Herbert: "I really connected with this campaign because it feels so true to motherhood. Moms are always making sure everyone else is taken care of, and a lot of the time they put themselves last. I love the 'Choose You, Too' message because it reminds moms that taking care of themselves matters too. That's why partnering with Momcozy felt like such a natural fit. They really do support moms in practical, meaningful ways and make them feel seen in every stage of motherhood. I also love that this campaign encourages moms to be honest about what they need and feel supported in asking for it."

Registry platform expands support offering

At the centre of the campaign is The Mama Registry, which shifts the focus of traditional registries from the baby to the mother. The platform allows users to include items related to recovery, feeding, rest, and daily support.

The offering includes products such as pregnancy pillows and wearable breast pumps, as well as access to consultations with certified lactation specialists, extending support beyond physical goods.

Athena, Founder and CEO: "Mothers give so much of themselves, often without being asked what they need in return. We're proud to partner with Abbie Herbert to bring this message to life through our Choose You, Too campaign and TVC in a way that feels honest and relatable. This campaign is about giving mothers permission to recognize and express their needs. Our Mama Registry is a natural extension of that -helping make those needs visible and easier for others to support in meaningful ways."

Integrated approach combines storytelling and utility

By linking emotional storytelling with practical tools, Momcozy aims to strengthen its positioning in the maternal care category. The campaign connects brand messaging with product and service offerings designed to support mothers across different stages.

The rollout reflects a broader trend of brands addressing wellbeing and personal support through both communications and product innovation, with a focus on making care more visible and accessible.

www.momcozy.com

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