Ella's Kitchen: Weaning Programme

Ella's Kitchen, a company that makes organic baby and toddler food, recruited UK parents who are beginning to wean their children by launching personalised weaning packs, tips and emails to track progress.

Campaign details

Agency: Havas helia

With new owners, Ella's were tasked with 10% growth. But with a smaller budget than competitors, it was a significant challenge. Something revolutionary was needed to ensure parents chose Ella's.

Strategy

Ella's were under pressure.

They couldn't build a brand like a traditional FMCG with campaign bursts, and couldn't afford to be present only a few times a year.

A few powerful insights underpinned the campaign.

Over 130,000 new parents had started weaning without Ella's talking to them; they had to stay true to their "kids first" principles; and new parents feel overwhelmed by...

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