Gerber is widely-known for their always adorable baby campaigns and now they’re adding diversity to their roster of spokesbabies with the first-ever adopted baby for the brand.
TODAY reports Magnolia Earl is the newest addition to the Gerber family and their first adopted baby since the company’s campaign tradition began in 1928.
The company made the big announcement during the third hour of the TODAY show Friday morning.
“This is incredible,” Magnolia’s mom Courtney Earl proclaimed on TODAY. “It means that when people see our families, or if you see a family that doesn’t necessarily match, that you don’t have to question the belonging of anybody in that family.”
Courtney shared a statement in a press release describing when her family first received the news.
“On May 9th, 2019, we received a call from the Adoption Agency that there was an expectant mom that was in labor and wanted to talk to us! We pulled off the highway, got a chance to connect with her amazing birth parents, and a few hours later, this sweet baby girl was born.”
Kelly Schneider, a spokeswoman for Gerber, shared how the Gerber Baby Photo Search has been able to provide comfort during this isolated time.
“Photo Search is a moment of celebration that so many families look forward to each year. And this year – perhaps more than ever – the Gerber family is thrilled to celebrate with Magnolia and her family, and with families across America,” she said. “The COVID-19 pandemic has made all of us feel more isolated than ever before, so finding new ways to feel connected has never mattered more.”
As the new Gerber face, Magnolia and her family were awarded several gifts including a $25,000 cash prize, $1,000 in Gerber Childrenswear, $1,000 from Walmart, and new phones with a year of free unlimited service from Verizon, according to People.
“Our Gerber family of farmers, factory workers, employees and customers are all united in our pursuit to do everything and anything for baby. We believe every baby is a Gerber baby and standing behind our babies has never mattered more than it does now,” Bill Partyka, president and CEO of Gerber, said.
Gerber has welcomed Magnolia and her family with open arms, and their newest addition sends a powerful message to families around the world.
“Adoption is incredibly special to our family’s story,” said Courtney, who’s older daughters are also adopted. “Winning Photo Search is an opportunity to tell Magnolia’s story and shed light on all the beautiful and different ways families are made.”
Magnolia will be booked and busy with the title of “Gerber Spokesbaby” also serving as a Gerber Brand Ambassador. According to Gerber, she will participate in various content shoots, brand activations, and press appearances until their next Photo Search in 2021.