Ella's Kitchen: Owning a lifestage

Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

Campaign details

Brand: Ella’s Kitchen Client: Ella’s Kitchen Agency: Havas


This is the story of how Ella's broke the rules of FMCG marketing.

With a new owner, and a limited marketing budget of just £345k, Ella's needed to continue to deliver 10% annual growth. With more and more competitors imitating Ella's and a declining market, it didn't look good...

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