I don't know how I feel about the pic - it is very strong, very in your face, but it doesn't help, and it's not realistic (and DS has those trousers.. they're Boden - perhaps the middle-class-ness of that distracts me)
At least it opens up the discussion though - people at work don't know I feed my nearly 2 year old - they all assumed that I don't, but now they know that I do I've done my little bit for normalizing it.
The ridiculousness of the idea that it's only for the mothers benefit at that age makes me laugh though - I couldn't force DS to feed even if I wanted to much as I can't force him to eat some things.
lastly, I'm pretty sure that if he remembers feeding it won't be a yuck memory, it'll be a warm, sweet, snuggly memory of shared time together.