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...