Real Cravings - Nestlé, Materna | Clapboard Ad Archive

Materna and Nestlé’s 2025 campaign Real Cravings, created by Publicis Conseil, redefines maternal health advertising by centering on authentic, unvarnished portrayals of women navigating preconception, pregnancy, and post-partum stages with emotional depth and nuance. Departing from reductive stereotypes that trivialize maternal cravings as quirky food urges, this film foregrounds the complex desires of mothers and mothers-to-be, including the craving for community, autonomy, and workplace equality, reflecting a holistic understanding of women’s health beyond nutrition alone. By casting real women rather than actors, the campaign cultivates genuine empathy and relatability, allowing the audience to see their own maternal journeys mirrored with sensitivity and strength. The campaign’s narrative approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 ASSOCIATED USER IMAGERY, leveraging relatable user profiles to foster identification and aspiration among its target demographic. The film’s intimate vignettes—featuring a hopeful pregnant woman, a young woman preparing for motherhood, and a mother standing her ground in the face of public breastfeeding criticism—articulate a vision of motherhood that embraces personal choice free from judgment and societal convention. This positions Materna as a committed ally invested in supporting women’s evolving needs through tailored nutritional solutions that honor every milestone while advocating for emotional and social well-being. Launched initially in Brazil with plans for expansion across Latin America and India, Real Cravings leverages a digital and influencer ecosystem to amplify its message and establish Materna’s role as a progressive voice within the healthcare category. The campaign earns 63/100 in Clapboard’s global creative archive. Real Cravings matters because it demonstrates how healthcare advertising can shift from product-centric messaging to empathetic storytelling that validates diverse maternal experiences and challenges entrenched social norms.