• by Fern Siegel , June 20, 2024

Cook and food writer Molly Baz scored a first two weeks ago. She became the first pregnant woman to grace a cereal box: Kellogg’s Special K. The chef was 39 weeks pregnant when she shot the campaign.

Developed in partnership with Leo Burnett, “Special for a Reason” celebrate the human experience. It’s also the brand’s pitch to expectant mothers, a strong part of the buying economy.

“This partnership is about celebrating the pregnancy journey for what is, honoring the fact that it will look different for everyone, and uniting us all under one shared, very human experience,” Baz told Agency Daily. ”There are so many people out there who are special and deserve to feel special, yet instead, feel completely unseen.

"While I’m far from unseen, I hope this campaign will resonate with mothers everywhere, to give recognition where it’s due and drive positive conversations that empower all women who are entering the world of motherhood,” she added.

Molly Baz's Special K collaboration post is here. The TikTok launch post is here. The Instagram launch post is here.

Starcom is the media agency. MSL handles earned media and influencer marketing.

Baz made headlines after aTimes Square billboard from breastfeeding startup Swehl was removed by Clear Channel, though subsequently remounted. In the ad, Baz promoted a free online recipe for her lactation cookies with the tag: "Just Add Milk."