This is not baby food, this is real food for babies.
A new generation of moms was abandoning the baby food aisle in favor of homemade, and sales reflected this shift. Beech-Nut created a new kind of jarred food inspired by homemade and bravely asked us to reimagine the brand from the product up. Together we launched the first-ever "real food for babies."
The Real Food Narrative was integrated into every touchpoint
RESULTS:
In the 1st 90 days after launch-
The engagement rate on Facebook was 500% higher than average, there were 3 times more engaged users on social channels, & likes increased from 25,000 to 380,000+
The campaign continues to be embraced by moms & retailers, 10 years post-launch with continued strong sales, consumer love, and almost no change to messaging or look and feel.