Ella’s Kitchen one of the UK’s most popular baby brands, beloved by time-starved parents as a healthy on-the-go option wanted to launch in Belenux. We had a problem. Parents in Benelux enjoy the process and rarely use pre-packaged baby food. Research showed that 30% of parents are completely pre-disposed against feeding pre-packaged foods from the get-go.

Rather than being seen as a substitute, we had to position Ella’s Kitchen as a joyful extension to the process of learning to enjoy food. We discovered parents in Benelux were cultivating a healthy relationship with food. Why should this be limited to the adults? If we could turn Ella’s Kitchen into another way to discover the pure joy of food, parents would see the clear role it can play in feeding their child.

We developed The Kleine Foodies Club (Little Foodies Club) it’s an idea that delivers the Ella’s Kitchen Brand Mission in a playful way: Improving children's lives through developing healthy relationships with food. Lead by four adorable Little Foodies with distinct personalities our multiple touch-point campaign inspired parents with fun new ways to help babies explore every meal with all of their senses and fall in love with good food.

Results:

27.8% email open rate, 27% social conversion, +56% pages visited per month and 5.6x the subscriber goal.

I lead this project and worked directly with kukeleku, directing the films and creating moving content. This is also how I got the nickname ‘baby whisperer’.
Agency: Iris Amsterdam
CD’s: Rachna Dahl and Tom Ormes
Art Direction & Design: Myself
Copywriter: Karen Cardy
Production Company: kukeleku