Agency: Havas helia
With new owners, Ella's were tasked with 10% growth. But with a smaller budget than competitors, it was a significant challenge. Something revolutionary was needed to ensure parents chose Ella's.
Ella's were under pressure.
They couldn't build a brand like a traditional FMCG with campaign bursts, and couldn't afford to be present only a few times a year.
A few powerful insights underpinned the campaign.
Over 130,000 new parents had started weaning without Ella's talking to them; they had to stay true to their "kids first" principles; and new parents feel overwhelmed by information and struggle to focus on relevancy.
So the campaign called for an integrated online weaning programme that would recruit parents into the brand just as they started searching for weaning advice
They would need to regularly engage parents with content that followed them on their journey, and turn parents into vocal advocates for the brand.