Aldi: Putting messages of support in the hands of new parents

Becoming a parent is one of life’s most emotionally challenging milestones.

Three in four parents say they’ve experienced mental health struggles during or after pregnancy – yet only 17% accessed specialist support, and just 7% reached out to a charity or helpline.

Aldi wanted to break the silence around perinatal mental health. So, in a UK supermarket first, we partnered with the PANDAS Foundation to put vital messages of support directly into parents’ hands. Together, we launched on-pack mental health signposting across Mamia Sensitive and Extra Sensitive baby wipes – offering practical, visible guidance for parents and carers during those early, often overwhelming, days.

To amplify the campaign, we teamed up with Kate Lawler – TV presenter, podcast host and mum of one – who opened up about her own experiences of early parenthood. Through broadcast interviews and social content, Kate helped normalise the conversation around perinatal mental health and encouraged parents to seek help, reminding them: you’re not alone.

The story achieved powerful cut-through. It achieved 250+ pieces of coverage across national, regional and broadcast media, reaching over 160 million people. On social media, Kate’s heartfelt Instagram content achieved 300k+ views and over 8,200 engagements – sparking conversations and connection among parents nationwide.

Aldi and PANDAS’ partnership made support for parents more visible and accessible, right where it was needed most.