Print ads

New Kids on the Block

For generations, Gerber has dominated as the biggest name in baby food. But times have changed. Big is bad. Artisanal is king. Millennial moms were being wooed by an explosion of small and organic brands with personas that were less “factory farm” and more “community garden.”   At risk of losing an entire generation, Gerber needed a compelling reason for moms to believe that bigger could actually be better. We didn’t find a reason. We found 2000.

Print ads
Play
Print ads
Play
Print ads
Print ads
Play

InstaBAM!

Next, we embarked on a nation-wide search for honorary taste testers by mailing sampler kits to 27,000 moms. They flooded social media with pictures of their little taste testers in action. And in just six weeks, Gerber’s newly-launched Instagram feed was #1 in the category.

Print ads

Just Desserts

Our taste testers may be tiny, but their impact was huge. These little tykes helped Gerber get its groove back by showing moms across America that only Gerber can promise that every bite comes “baby approved.”

More Work