Making food exploration fun for little ones
Organix
The challenge
Raising happy, healthy eaters.
Fewer than 25% of under 5’s eat more than 3 types of fruit and veg each day, according to specially commissioned YouGov research.
Strategy
Create a useful and fun tool to help parents introduce healthy foods.
To connect with info-hungry parents when they are seeking advice, we needed to develop a range content for the ‘messy middle’— the space between awareness and conversion—where we could truly engage parents and boost consideration.
What real people think
Parents are often confused about when to introduce new foods, playing it safe and sticking to a few favourites, instead of getting the most out of the 'flavour window' from 6-18 months, when little ones are most open to discovering new things to eat.
The idea
The A-Z of Great Food
What we made
The A-Z of Great Food is a fun, hands-on way for parents to introduce a variety of nutritious, delicious foods to their kids. Developed alongside Hero Group’s top nutritionists, this vibrant, long-term content platform made Organix a trusted ally through the ups and downs of feeding babies and toddlers.
We created an A-Z style wall chart and content hub, including a range of recipes and tips. The integrated launch campaign included a range of digital advertising and content across Meta, TikTok and YouTube, featuring the foods from the A-Z in Rube Goldberg style stopframe animations.
The campaign was supported with an influencer engagement and PR programme, podcast partnerships, retail activations and it’s featured at a variety of family festivals.
