Working on the launch campaign for Yummy Mummies 2017 was an interesting experience. The first few spots got a huge reaction (both good and bad) online with mothers. So, with free to air TV in Australia the way it is right now (with dwindling ratings), we decided to go with a more risky sell to spike the controversy. This promo alone was watched over 360 thousand times online, spiked uproar on social media that in turn created multiple articles and unpaid PR that all commented on the shocking nature of the show. We even saw Mamamia had started a 'recap' article chain about the show and all the online reactions. It was a very interesting cycle to watch. There was even a PETITION to get the show removed. A little OTT perhaps, but it certainly got Australia talking about it, and that's all a promo producer wants to achieve - to get them to the first ep.
