Mums and bubs broke the Wairarapa record for the most women breastfeeding simultaneously yesterday.
This year, the event saw 64 babies latched on, breaking last year's record of 48.
They packed the Carterton Events Centre to take part in the nationwide campaign which saw 130 events held on Friday and Saturday to celebrate World Breastfeeding Week from August 1-7.
Breastfeeding Wairarapa co-ordinator Clare McLennan-Kissel said local businesses had donated heaps of prizes for the mums and was pleased to break the record.
"I'm blown away by the support the community has shown for the event," she told the crowd.
Masterton mum Hayley Inder was there with her 9-month-old daughter, Mali.
It was her first time taking part and she said breastfeeding was a clear choice for her.
"I was always going to do it, for her health and because it doesn't cost anything."
It was much more convenient than formula especially in the middle of the night, she said.
Miss Inder was also there to publicise her Little Bundles initiative.
With the help of donations of toys, clothes and books, she makes up bundles for Whaiora and Plunket to give out.
She said she felt lucky her sister had passed on a lot of baby things to her so she thought she would help those who might need a hand.
Some political candidates were also there to support the event.
Green Party candidate John Hart was there with his wife and daughter and National Party candidate Alistair Scott also popped in.
The mass event aims to encourage breastfeeding and normalise it in public.