Erica Ehm’s Yummy Mummy Club (yummymummyclub.ca) is launching a contest to find the Yummiest Mummy via a user-generated online video community at YummiestMummy.com. The contest aims to engage users with sponsored, themed rounds that connect consumers to a branded experience.

Moms will create and upload videos to the site for the chance to win prizes from sponsors, while users watching the vids will be able to vote for the Yummiest Mummy. Three finalists will be considered by a judging panel called the Mummy Mafia – representatives of other mom-targeted sites, such as WeeWelcome.ca, UrbanMoms.ca, MommyClub.ca, SavvyMom.ca, ConnectMoms.com and FunnyMummy.ca. The Mummy Mafia has a reach of about 50,000 users.

The community celebrates hard-working, multitasking and sexy moms and launches on Labour Day. International sponsors already confirmed include Roots Canada, Sunbeam’s Crock-Pot and McCain Foods. Others will be announced leading up to the contest, and sponsorship slots are still available to Canadian companies targeting new or expectant moms.

Toronto-based interactive agency Hooplah is handling marketing initiatives for the contest. Ehm’s team will manage messaging and tracking sponsors’ rich media ads at the site.