Frida exists to prepare parents for the raw, often overlooked realities of parenthood. From postpartum recovery to baby care and fertility, Frida creates products that solve moments most brands—and society—ignore. Recognized for breaking barriers around “taboo” topics in women’s health, Frida brings unfiltered realities like breastfeeding, recovery, and fertility into the cultural spotlight. Through bold campaigns, Frida has established itself as a trusted voice and driver of critical conversations.
In March 2025, the brand lived its mission with Breast Milk Ice Cream—an unexpected idea created to spotlight the power of breast milk and introduce Frida’s new 2-in-1 Manual Breast Pump, the first milk collection product of its kind. What began as a conversation starter for parents quickly captured attention, fueling curiosity and dialogue among consumers. The stunt tapped into cultural tension, transforming something intimate and stigmatized into something everyone could taste, talk about, and share. Coverage went viral across food, NYC culture, sports, entertainment, and wellness outlets, cementing Frida at the center of cultural conversation.
Six months later, Frida brought Breast Milk Ice Cream to life in August with a custom flavor timed to National Breastfeeding Month, through an IRL Brooklyn pop-up, national distribution, and social-first storytelling. By teasing the launch, building hype, and creating engagement opportunities, the brand extended reach and impact.
The campaign’s goals were clear: keep Frida at the forefront of cultural dialogue and drive awareness of its new Frida Mom 2-in-1 Manual Breast Pump. In doing so, it became the brand’s most impactful campaign to date.
The campaign came to life in three phases. Phase 1 focused on social-first teasing: in the weeks leading up to launch, Frida built speculation and anticipation by remixing its viral March posts and layering in lo-fi posters across Brooklyn to spark conversation both online and on the ground. Phase 2 was the real life launch, where Frida developed a custom breast milk–inspired flavor, anchoring a multi-day pop-up that served more than 1,900 scoops and sold over 100 pints in-store, while daily online drops sold out in under 15 minutes. Real-time content was captured and shared across Frida’s channels, extending reach through hi-fi production partners, collaborations, and celebrity tasters. A branded tanker truck became one of the campaign’s most talked-about stunts, fueling 16.2 million impressions and more than 342,000 shares. Phase 3 centered on amplification, powered by cultural collaborators including Josh Hart, @NewYorkNico, Bethenny Frankel, EatingNYC, Hannah Berner, and Brooklyn Coffee Shop. Josh Hart’s post became his most-shared Reel ever, generating 762 million earned impressions. @NewYorkNico’s sponsored post brought in 1.6 million views and 117,000 shares. Crossovers with Homelander/Prime Video extended reach into entertainment, with Dexerto’s tweet alone delivering 37 million impressions.
Behind the scenes, the team navigated significant challenges, including securing a production partner, clearing FDA hurdles, coordinating a third-party distributor under tight timelines, and executing the branded tanker truck stunt as part of the activation. On the ground, they also managed long lines, live content capture, and the need to keep the guest experience seamless—all of which were overcome through scrappy problem-solving.
The campaign represented several firsts for the brand: its first branded pop-up, a production partnership for an IRL activation, foray into food sales, viral stunt teaser, social-first celebrity partnership, and a blend of hi-fi and lo-fi content collaborations. By pairing cultural spectacle with smart execution, Frida created major impact in just nine days, bringing awareness to an important topic often seen as “taboo.”
The Breast Milk Ice Cream campaign became Frida’s most successful press initiative in 11 years, delivering record results across media, social, and business.
The campaign earned over 300 placements totaling 7.8 billion impressions. Coverage spanned two national morning shows, two late night shows, and 150+ local segments across 30+ states. Six outlets published “I Tried It” stories, with writers noting their surprise and delight at the flavor. Media sentiment was overwhelmingly curious and enthusiastic, framing the activation as one of Frida’s boldest moves. Global pickup extended coverage into France and the UK.
On social, Frida generated 5.5 million owned impressions through 75+ posts, while earned impressions topped 83 million. The tanker stunt alone delivered 16.2 million impressions and 342,000+ shares. Seth Meyers’ TikTok clip captured 2.1 million views, 175,000 engagements, and an 8.3% engagement rate. Paid and organic talent partnerships drove another 7 million impressions in just nine days, fueling mass consumer engagement.
Business results underscored the impact: a 177% week-over-week increase in web sessions, a 55% lift in breast pump sales, and online drops of 300 pints selling out. Google searches for “Frida” rose 17% week-over-week, while “breast” terms surged 54%.
By sparking viral curiosity and strategically timing the launch with National Breastfeeding Month, Breast Milk Ice Cream drove cultural conversation while driving measurable lifts in traffic, sales, and brand visibility.