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.
Sales in the first year
(5-7x the velocity of major competitors)
increase in time spent on website
increase in Facebook Engagement
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