Milupa Cereals: Spoon by Spoon

Irish baby food brand Milupa held a 68% market share but was under threat due to recession-hit parents cutting out weaning foods and moving babies straight to adult food.

Milupa Cereals: Spoon by Spoon

Client Company Name:Danone Baby Nutrition, IrelandBrand Name:Milupa CerealsAgency:StrategemiLabsCategory: Direct 1:1 Communication & Digital Communication; Integrated CommunicationTotal Commercial Communications Expenditure: €100,000 and overCountry: Ireland

Background

Milupa cereals is the leading brand of choice in weaning foods in Ireland with approximately 68% pre-campaign-launch market share. However, market conditions had resulted in many consumers opting to wean children with 'adult' foodstuffs and cereals. This was largely due to cuts in consumer spending through 2009/2010, when 49% of Irish parents generally agreed that baby-tailored weaning products had shifted into...

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