After the successful partnership with Vitrac, part of Hero Group, M&M landed the whole brand range. Hero Baby is the leading baby food brand in the Middle East. M&M was commissioned to launch its presence on social media. M&M created the social media strategy, handled social media management, online media buying, content creation as well as video production, Facebook applications and activations. Since Arabia and Egypt have completely different geographical targets, separate strategies and activations had to be created. From 2016 until 2017 M&M was the digital arm for Hero Group. One of the most successful viral video stunts, which were common in that time, was produced by M&M addressing mothers in a very emotional way. With 474K views and 1M reach it was surely a viral hit in 2016.