It looks like the Ballerina Farm kids could soon be booked and busy.
In a first for the homesteading lifestyle brand owned by the husband-and-wife team Hannah and Daniel Neeleman, one of their nine children starred alone in a Ballerina Farm promo video posted on May 26.
If this becomes a regular thing, the Neelemans could be following in the footsteps of other influencer families where the kids have become known in their own right. Think Brooklyn Beckham or Kylie Jenner.
In the short, slick video, Frances Neeleman, 9, the couple’s eldest daughter, stares wistfully through a glass of water as an adult out of shot pours a scoop of pink powder into it. The video appears to be shot in the Neeleman family’s kitchen and, like many of her mom’s videos, is set to the soundtrack of Frances’ surroundings rather than music.
As a so-called “tradwife” influencer, Hannah’s hugely popular videos of her seemingly picture-perfect life with Daniel, the heir to JetBlue, and their nine kids on their Utah farm have been dividing opinions for years, sparking debate about gender roles and what’s real online.
The clip featuring Frances is part of a larger rebranding of Farmer Hydrate, Ballerina Farm’s electrolyte powder, which costs $30 for 25 servings and comes in raspberry lemon and berry flavors, as well as the new lemon basil lime, and grapefruit ginger.
Ballerina Farm has been upping its marketing game over the past few months, and slick production with a family focus appears to be the brief. In another clip posted May 27, Aubrey Benson Jones, the creative director of Ballerina Farm, said of the electrolyte rebrand, “We wanted something that feels fresh and modern and bright. But also has a little bit of that old town sensibility to it.”
In February, Hannah announced that she was pregnant in an ad for her brand’s protein powder, where she was pictured pregnant and admiring the craggy mountains that surround her home.
Who’s to say what this free-range marketing genius has in store for us next, but if the kids get their own Instagram accounts, I’ll be hitting follow.
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