Parents are constantly told what they 'should' be doing. We want to outlaw
judgement and banish the word 'should' for good. Because it's all normal. Building on the success of
our 2020 #LunchboxWins campaign, we continued to challenge family representation in media. Our
#ItsAllNormal campaign drove more authentic conversations about parenthood on Instagram, by
using unique and diverse influencers to show their normal. Our campaign delivered 44.2m reach, with
a boost in brand Google searches of 166% following the week of launch. Haliborange saw a 30%
sales lift YOY, with the brand still continuing to grow faster than the market.