Combos are hollow pretzel nuggets filled with a cheesy center. Since they taste remarkably like nachos or pizza, they’re the ultimate guy food. This led us to: “Combos. What your mom would feed you if your mom were a man” and, subsequently, to the character Man Mom: a manly mother who embodies the campaign idea. Man Mom puts in the least amount of parental effort possible, including always feeding her sons Combos.

The campaign launched with 5 TV spots, all featuring Man Mom and her two grown-up sons who still live at home.

TV was supplemented by radio in which Man Mom gives soliloquies of not-so motherly advice, including eating Combos.We rounded out the campaign with www.man-mom.com: a site where people were encouraged to submit photos of real-life Man Moms (people who blur the line between “mom” and “man”). Viewers could vote on whether a submitted Man Mom was more “man” or “mom”, view the top-10 Man Moms, watch the TV commercials or listen to the Man Mom mood music.