Bobbie, the fast-growing formula brand, has a new, unapologetic spokesperson: Cardi B.

As Bobbie’s honorary “chief confidence officer,” Cardi B stars in “The B is for Bobbie,” which launches today. The aim is to help parents feel better about their feeding choices, while also raising awareness of the maternal mortality crisis in the U.S. and the need for greater parental rights.

“It’s our boldest campaign yet, which says a lot for us ,” Kim Chappell, Bobbie’s chief brand officer, told ADWEEK. “It’s really about giving parents who are going through the emotional toil of a feeding journey the confidence to feed without shame.. and rallying for systemic change that parents so desperately need in this country.”

The Cardi B campaign comes a year after Bobbie grabbed attention with a Times

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