Molly Baz & Bobbie: Everybody's Gotta Eat

A Big Billboard, and a Bigger Message: How Molly Baz & Bobbie Took Over Times Square.

Ah yes, the four B’s of a good marketing campaign. Boobs, babies, bottles, and billboards. Specifically, one massive billboard in Times Square that made a whole lotta noise in 2024 (the good kind).

If the word boobs makes you giggle, same. But don’t let that stop you from discovering a seriously great billboard campaign. Big kid pants on? Let’s go.

You know I love a bit of show-stopping out-of-home (OOH) action. It’s kinda my thing. So when I saw what chef Molly Baz and formula company Bobbie had cooked up together (pun absolutely intended), I couldn’t not talk about it. This campaign isn’t just a top-tier example of powerful, purpose-driven creative, it’s a mic drop for parents and mothers everywhere. Let me explain.

Who’s Molly Baz and What’s Bobbie?

If you don’t already know Molly Baz, let me catch you up. She’s a New York Times bestselling cookbook author, celebrated chef, content creator, and absolute kitchen queen. She’s bold, hilarious, and unapologetically herself. Basically, she’s the human equivalent of a zesty margarita, and now she’s also a mum.

Bobbie, on the other hand, is the first and only 'mom-founded and led infant formula company in the U.S'. Born in 2018 and blowing up since 2021, Bobbie makes USDA Organic, European-style formula with clean, transparent ingredients. No weird stuff, just nourishment. They’re on a mission to replace guilt and judgement with confidence when it comes to feeding tiny humans.

So, when Molly, a breastfeeding mum combo feeding her bub with Bobbie, joined forces with them to smack down some age-old stigma, it was a recipe for brilliance.

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The Billboard That Broke the Internet (and Hopefully a Few Taboos)

Picture this: Times Square, New York City, giant screens everywhere, flashing lights, and right in the middle of it all? Molly Baz, shamelessly breastfeeding her baby while shaking a bottle of formula.

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The billboard’s tagline? “Everybody’s Gotta Eat.” Enough said.

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The billboard is visual defiance to society’s outdated rules about how and where parents should feed their babies. It shows Molly, mid-breastfeed, holding her bub (aka Mr. Boots) in one arm and a bottle of Bobbie in the other. It's a visual statement that says loud and proud: there’s no one “right” way to feed your kid, only what’s right for you.

Wait, didn’t Molly already ruffle some feathers? Yep - earlier that year, Molly had a billboard with breastfeeding support brand Swehl taken down from the exact same spot, because her pregnant body was apparently “too provocative”. Insert massive eye roll.

So what did Bobbie do? They said, “You know what? Let’s put her back up”, and not just as a pregnant woman this time, but as a new mum, baring it all in full glorious feeding mode.

Now that’s what I call full circle.

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Why This Campaign Slaps (From a Billboard’s Perspective)

Great OOH campaigns aren’t just big, they’re bold, timely, and strategically placed. This one appeared where tourists, media types, influencers, and average joes all intersect. It was high-traffic and high-impact, blending mass visibility with a sharp cultural edge.

OOH like this works because it demands attention. There’s no scroll, no mute button. When you use that space to spotlight a message that’s both personal and political, you’re not just renting a board, you’re taking a stand. We don’t need to see the clickthrough rate to know it worked. OOH done right delivers brand lift, cultural relevance, and audience goodwill. It makes people talk. And when they talk, they remember.

This campaign is a hit for outdoor advertising, and here’s why:

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1. My eyes are up here (and so are yours)

You can’t beat Times Square - it’s got eyeballs, it’s got foot traffic, it’s got tourists pointing at everything like it’s the eighth wonder of the world. Putting a message like this in that space elevates it from a conversation to a cultural moment.

2. The creative cuts through

This billboard isn’t just well-designed, it resonates with its audience. The image is striking but simple. Molly, posing for a photoshoot in her iconic kitchen with her baby, boobs, and a bottle. The message? “Everybody’s gotta eat.” That’s it - four words that tell you everything you need to know.

Good billboard creative works fast. You’ve got 2-3 seconds to hook someone, and this is unmissable, raw, honest, and instantly clear. No fluff, no corporate jargon, just Molly and Bobbie making a point.

3. Purpose-driven, not performative

This isn’t shock-for-clicks or some token feminist flex, it’s authentic to both Molly and Bobbie. Molly’s lived experience of moving from exclusive breastfeeding to combo feeding is what makes this real. For Bobbie? They've built their whole brand around removing shame from feeding decisions.

Through their Formula Is Food initiative, they’re educating parents on what’s actually in formula (because 87% of parents can’t name three ingredients in their baby's formula - wild, right?). They’re funding research, pushing policy change, and creating space for stories that haven’t been seen on billboards before.

As for me? I’m here for it.

Why OOH was the perfect fit

You might be wondering, why go big with a billboard? Why not just do another social media campaign? Great question, friend. Let me break it down.

Here’s the thing: this campaign wouldn’t have hit the same online. OOH has this incredible power to own space. Sure, social media gave it legs (and virality), but there’s something about seeing it physically in Times Square that makes it unforgettable.

When you take up literal space in a place like Times Square, you’re not just part of the conversation, you’re leading it. You’re saying, “hey, look up, this matters.”

Plus, this campaign wasn’t just about reaching parents, it was about reaching everyone. People who judge breastfeeding in cafés, people who side-eye bottles in playgrounds, people who still think formula is some kind of last resort. Putting this message in public view flips the narrative from hidden shame to public pride.

Also, a big, beautiful billboard is unskippable. No one’s scrolling past it, no one’s muting it, you can’t click out. It’s there, and it’s saying something worth hearing.

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Final thoughts (and a standing ovation)

Honestly, I’ve seen a lot of billboards in my time. Funny ones, weird ones, clever ones - but this one? This is a message that’s loud, proud, and overdue. 

It's a reminder that every feeding journey looks different, and that’s bloody beautiful. From an OOH lens, it's the gold standard of what you can do with great creative and even greater purpose.

So cheers to Molly, cheers to Bobbie, and cheers to every parent feeding their baby however they want. You deserve to be seen, and yes, even on a 60-foot LED screen.

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Catch ya at the next billboard,

– CAASie x

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