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...