A campaign for baby food challenger brand, Plum. The vast majority of baby food is bland or over-sugared slop. Plum isn't. It's made with natural, nutritious ingredients and comes in recipes crafted to deliver amazing flavour to babies. After all, they have more taste buds than adults!

 

With a target audience of slightly older, ABC1 parents, our insight was simple - feed your baby to your own high foodie standards.

 

The Ban the Bland campaign was born. We turned Plum's challenger brand status into a 'challenge' strategy - kicking the campaign off with 'Baby Food Taste Offs' against competitor brands outside key supermarkets. Filmed footage created content seeded on targeted websites (Mumsnet, specific Facebook sites etc) which fed interest among the parental community. 

 

Once appetites were whet with the buzz of our experiential activity, targeted 6-sheets, print, online display and POS went live. They still are as it happens so, no results yet. Unless you count a lot of baby food beards across the nation.