Fans can also call a hotline, 732-QQ-CARDI, to share their stories, including how the lack of guaranteed paid parental leave or maternal health crisis has affected them personally. Bobbie will turn at least 1,000 of these stories into letters for lawmakers. Eight parents who call the hotline will receive three months of paid leave from Bobbie. 

Timing was everything

The collaboration came about after talent agent Vatana Shaw emailed Bobbie over the summer to say her client, Cardi B, loves the brand and fed its formula to her daughter, Blossom, who turned 1 in September. 

Within weeks, Bobbie learned that Cardi B was pregnant with her fourth child and decided to make her the face of its new campaign. They filmed the ads in between the end of Cardi B’s assault trial (she was acquitted on Sept. 2) and the Sept. 19 release of her second album, “Am I the Drama?“

Besides her trial, pregnancy, and new album, the rapper’s long-running feud with Nicki Minaj reignited recently when Minaj accused Cardi B of inflating her record sales. 

Despite the flareup, Chappell said Bobbie will continue working with Cardi B.

“I can’t speak for her personal views on X but I can speak from our experience working with Cardi over the course of this campaign,” Chappell said. “She’s been nothing but a fierce advocate for moms and women, a wonderful mom, and a dedicated partner who authentically cares about moving the needle forward for these critical issues impacting American parents.”

As part of this campaign, Bobbie for Change, Bobbie’s social impact and policy arm launched in 2022, will make a $75,000 donation split between three nonprofits, including Paid Leave for All, BirthFUND, and 4Kira4Moms.

“B is for Bobbie” will run across Bobbie’s owned channels, streaming TV, YouTube, digital, out-of-home, including a Times Square billboard, an experiential activation in New York City, and a full-page ad in The New York Times.