And now, a not-so-special message from Elecare

Two words: Marketing fail! I recently received the following (clearly heartfelt) email from a representative of Elecare.

Dear Amber,

I’ve been following your blog and have enjoyed keeping up with your notes about Stella.  I’m glad to see that EleCare®* has been helpful, and I’d love to hear more of your story.

What was your journey with Stella? Share your experiences and success story at or email me. Your story could help other families enjoy more and worry less. You can read some of their stories on the EleCare site at

I’d also like to offer you a 1-time discount code for 20% off an EleCare purchase.** Just enter Q23LXDFPT when checking out at to save. And if you have a friend who received a doctor recommendation for EleCare, they can use discount code15NEW to get 15% off their 1st order:

Finally, I wanted to let you know that we’ve recently added delicious recipes and ways for your child to enjoy EleCare to the site  I’d love to hear which is Stella’s favorite.


Anna @EleCare

*EleCare should be used under medical supervision.  **Discount only redeemable at, not redeemable for cash or equivalent, good only in U.S.A., cannot be combined with other offers/ promotions, no adjustments to prior purchases, not applicable to employees of Abbott Laboratories.”

So let me get this straight, “Anna @Elecare.” You say you’ve been following my blog, but judging by your vacuous email and its questions, you clearly have not read any of it, except maybe the part where your keyword search highlighted the word “Elecare.” You want me to share our painful and eventually triumphant feeding journey–all that hard-earned wisdom–with you so as to provide free content, another “success story,” for your website. And in exchange for my time and energy and sharing, you’ll give me a “1-time discount code for 20% off an EleCare purchase” for my almost-three-year-old who, as my blog states in several entries, was weaned off of Elecare about two years ago.

This email is insulting because it lies in order to feign connection with me, and because it seriously devalues my time and experiences.

You’d love to hear more of my story? Our feeding saga is laid out here in its entirety. If you followed this blog, as you say you do, you’d know that. You’d also know that my hobbies include ripping apart stupid copy. So, please don’t be shocked at my delight in telling you how much your message and approach sucked.

Of course, Elecare was an important part of my daughter’s recovery. Its hypoallergenic calories allowed her gut to heal, after major damage caused by my breast milk (I’ll take this opportunity to say RIP to my 500 ounces of pumped, frozen milk that became landfill). By taking away Stella’s pain, Elecare helped end her feeding aversion. While I support breastfeeding and wished to have done it for much longer, I have nothing against formula. To be honest, my journey made me realize that what is truly unhealthy are the over-the-top delusions and divisive piousness about breastfeeding, because if I had listened to certain voices and adhered to the “breastfeed at all costs” message that is so prevalent in circles like mine, Stella would’ve been in much, much, much bigger trouble. So, dude! I was in your corner! I could’ve been a good ally to you, Anna/Elecare. But instead, you just pissed me off with your manufactured email marketing bullshit, and the lame attempt to pass it off as a genuine, individualized communication. The moms you call customers deserve more respect.

How’s this “note” working for you? Honestly, who calls blog posts “notes?” No one with a pulse. Do robots (or Vice Presidents of Marketing who think they are creative) write your boring-ass copy?

From a former online marketing manager turned advertising copywriter/mother of a baby who had a feeding issue requiring your product, in a breathless, indignant, old-timey voice: For shame!


  1. Julie · June 6, 2011

    You go girl!!!!

  2. Jenny · June 7, 2011

    Good freakin’ Lord. How sickening. Great response Amber. So glad to hear that Stella is seeing so well and vision therapy may soon come to an end!

  3. Olga · June 7, 2011

    ha ha ha ha ha! i hope you sent that to them! bullseye on the VP of marketing! hoo whee, i gotta stop laughing now.
    and way to go ont he vision thing. i hope you (here it comes!) find a way to open the eyes of the folks at the pediatric hospital who know only their limited ways.

  4. amberhj · June 8, 2011

    Thanks for the back-up, ladies!!

  5. cyndi · February 9, 2013

    My preemie was on elacare and I donated my hard earned breast milk to the breast bank. Why have it end up in a landfill?? I had over 1000 ounces!

    • amberhj · February 9, 2013

      i dumped it when it was too old to be used. i’d held onto it for long time because i’d hoped my daughter could have it one day.

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