It's not hard for these companies to bribe politicians to allow welfare recipients to buy their products through snap/food stamps/ebt by getting exemptions. It's very devious and wrong.

Likely the campaign was found to be most effective against a less educated population that wants to give their children opportunity they didn't have.

Also the most logical choice given that it's a hard sell for wealthy, stay-at-home moms rather than women who need to work and don't have the necessary time to breastfeed.