Recently through social media I came across President’s Choice #Babylicious, which aims to offer the opportunity for new moms to dine at great restaurants in Toronto with their children; moms enjoy great food and social interaction while their new born/toddler experience new, healthy food offerings from the brand.

I think President’s Choice is a great brand and I love this idea.

However, I feel that the company fell short in their marketing efforts by excluding a whole group of parents – fathers.

Although the President’s Choice program brief details #Babylicious being an experience for parents, efforts to promote the event have been aimed at moms. Take the image above for example. Desiring to find balance between parenthood and social life is not limited to one segment of parents.

Dads desire this balance too.

What President’s Choice is attempting to achieve through #Babylicious is positive. Parents find strength and learn through community. But they should reflect on the changing roles of moms and dads in modern parenting and revisit their marketing efforts to be more inclusive.