How brands are working to attract millennial moms is changing.

On Friday, The Globe and Mail ran an article on Kraft Foods and today’s launch of a new campaign for peanut butter, aimed at attracting a new generation of moms leading a chaotic, socially-connected life.

Quoting Leisha Roche, senior director of marketing for grocery brands at Kraft Canada, the article says “Companies that will win in the future are those that humanize their brands. You can’t just push your brand any more.”

Have a look at their new spot:

Through our own experience producing videos, by far the greatest response comes from content that shows real people in real-life scenarios. Be human. Create an emotional experience, and people will connect with your brand on a much deeper level.