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Agusha: Finding moms in digital

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Agusha, a leading brand of baby food in Russia, explored how to increase the accuracy of its targeted ads for mothers of young children in Russia.

Friso: Rescue summer with Friso

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Friso, a brand of baby formula, launched a campaign in Vietnam to attract e-commerce consumers.

DANCOW Nutritods: Nutritods Academy 101

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dancow Nutritods, a children's milk formula brand, launched the Dancow Nutritods 101 Programme in Indonesia to provide information to mothers.

Nestlé aims for ease of use across all buying journeys

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

After acquiring Gerber, Nestlé rolled out e-commerce operations for the baby food brand with a combination of content and B2B functionality to cater to both consumers and businesses.

Heinz by Nature: Lockdown Lovebaby Collection

Case Study • SABRE Awards, Gold, North America, 2021

Heinz, a food processing company, reinvented its entire baby food portfolio with a limited-edition clothing line under the new Heinz by Nature brand in Canada.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Nestlé: Super Relatable Super NAN

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Infant milk formula brand Super NAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Promina: Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Promina, a baby food brand, launched a gamified ad on Indonesia's leading e-commerce platforms to promote Promina Homemade, an easy-to-cook baby food.

S-26 Procal GOLD: Wyeth S26 AR Book

Case Study • MMA Smarties, Silver, APAC, 2020

S-26 Procal GOLD, a formula milk brand, launched a campaign to promote its Future Me AR Coloring Book – an augmented reality (AR) technology stimulation tool.

SuperNAN: Super Relatable

Case Study • MMA Smarties, Silver, X (Global), 2020

SuperNAN, an infant milk formula brand specialising in allergies, drove sales and raised awareness of allergy prevention in China.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Nestlé: The Little Book of Poo

Case Study • SABRE Awards, APAC, Consumer Health, Gold, 2020

Nestlé, a food brand, encouraged mothers-to-be in Hong Kong to ask their doctors about allergy prevention for their babies with its series The Little Book of Poo.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Awards for Asian Strategy, Entrant, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

illuma: A Salute to Breastmilk

Case Study • Winnie Lee, WARC Awards for Asian Strategy, Entrant, 2020

Infant formula brand illuma created a YouTube and Facebook-led campaign that supported breastfeeding to appeal to millennial mothers in Taiwan and reinforce its 'closest to breast milk' brand association.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Awards, Entrant, Effective Content Strategy, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Illuma: Mother's Love Express

Rankings • WARC Effective 100, 2020

Illuma, a formula milk brand, promoted its brand among Taiwanese mothers by creating a breast milk delivery service that saw their pumped breast milk picked up by a delivery rider and delivered straight to their baby at home.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Media Awards, Silver, Effective Use of Tech, 2019

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Friso: Winning over Vietnamese Moms with a unique proposition

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Friso, a brand of formula milk, increased sales and engagement in Vietnam by partnering with e-commerce platform Lazada to launch a CRM campaign that targeted Facebook users.

JinLingGuan: A.I. Baby Expert

Case Study • MMA Smarties, Finalist, APAC, 2019

Infant formula milk brand JinLingGuan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Ella's Kitchen: Owning a lifestage

Case Study • APG (UK), Silver, 2019

Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

illuma: Mother's Love Express

Case Study • Winnie Lee, WARC Awards for Asian Strategy, Silver, 2019

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

Ella's Kitchen: Forget your product – start selling solutions to create genuine relationships and increase revenue

Case Study • Marketing Society, The Brave Awards, Winner, Relationship Marketing, 2019

Ella's Kitchen, the children's food brand, connected with British parents weaning their children by creating an online weaning programme that grew its revenue by £14.6m.

Baby formula brands eye China's smaller cities

News • 08 May 2019

International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

What's working in baby food

Article • WARC Category Intelligence, April 2019

Global strategies, campaign updates and trends in the baby food category.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.