# Comforting Oat Bar Ads Humanaut Launches a Campaign for Bobo's, Highlighting Home-Baked Taste By Grace Mahas | Published 2023-04-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/campaign-for-bobos References: [youtube](https://www.youtube.com/watch?v=H4zn-LDmSZ0)  Humanaut, an advertising agency and brand production studio, developed its first national campaign for [Bobo's](https://www.trendhunter.com/trends/bobos-fig-bars), a brand offering delicious and nourishing baked goods made from simple ingredients. The campaign, with the tagline "The bar your mom would bake—without her actually having to be there," consists of a 30-second hero spot, three 15-second ads, three 6-second ads, and five static ads. The campaign will target audiences on paid social media, CTV, and [YouTube](https://www.trendhunter.com/trends/simplyprotein-campaign) starting in early April, with a significant focus on the Atlanta area. The humorous ads showcase how people's mothers might appear in their daily lives, providing [Bobo's oat bars](https://www.trendhunter.com/trends/bobos-peach-pie-stuffd-oat-bites) and other baked goods when their kids crave a home-baked taste. The campaign aims to demonstrate that enjoying a Bobo's bar is a more convenient and less awkward alternative to an unexpected visit from an overbearing mother. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 10% | Activity: 22% | Freshness: 15% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Convenient Comfort Food:** Opportunity for food companies to market their products by emphasizing convenience and home-baked taste. - **Humorous Family Appeal:** Opportunity for brands to use humor and family appeal in their advertising to reach wider audiences. - **Online and Social Media Advertising:** Opportunity for companies to expand their advertising on social media and CTV to connect with their target audience. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for food companies to market their convenient home-baked products as an alternative to traditional snacks and meals. - **Advertising:** Opportunity for advertising agencies to use humor and family appeal in ads to attract client companies and reach wider audiences. - **E-commerce:** Opportunity for e-commerce companies to use online advertising to connect with their target audience and drive sales. ## Related on Trend Hunter - [Tasty Nutritious Snack Campaigns](https://www.trendhunter.com/trends/deliciously-satisfying.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Figgy Oat-Based Snack Bars](https://www.trendhunter.com/trends/bobos-fig-bars.md) - [Flavor-Focused Protein Bars](https://www.trendhunter.com/trends/bobos-protein-bars.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Birthday Cake-Flavored Oat Bars](https://www.trendhunter.com/trends/birthday-cake-oat-bar.md) - [Disruptive Honey Marketing Campaigns](https://www.trendhunter.com/trends/nature-nates.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Grandmotherly Lunchmeat Campaigns](https://www.trendhunter.com/trends/eat-your-buddig.md)