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Parenting isn’t always easy. In fact, there can be many challenging moments along the way. The pressure to be seen as a ‘good parent’ is absolutely one of them. It can seem like you’ll never be good enough to meet the unrealistic expectations that are forced upon new mums and dads.

Heinz wanted to challenge this, show the authentic pure joy of parenting – and not shy away from the wonderfully sticky chaos of it all. So, we set out to celebrate all the real moments that make being a parent so uplifting, without being condescending. To do this we enlisted the help of real parents for an entirely UGC campaign. Working with CONTENTBible we sourced footage that’s completely real, unstaged and unfiltered.

These were shared as video shorts on social media.

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