This is not
baby food

Beech-Nut

A bold product launch to rescue a category in crisis

A new generation of moms was abandoning the baby food aisle in favor of homemade, and Beech-Nut’s sales reflected this shift. It was time to create a new kind of jarred food inspired by what moms were making at home. In partnership with Beech-Nut we launched the first ever “real food for babies.”

The integrated campaign was an unequivocal success; after 3 years of steady decline the entire jarred baby food category saw growth.

  • Brand Positioning
  • Integrated Campaign
  • TV & Video
  • Print
  • Website Design
  • Social Content

Don't change the message;
change everything.

The Results

$28MM

Sales in the first year
(5-7x the velocity of major competitors)

205%

increase in time spent on website

168%

increase in Facebook Engagement

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