TitelEat, Play, Love
Agentur
Kampagne Eat, Play, Love
Werbende Ella’s Kitchen
Marke Ella’s Kitchen
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Babynahrung
Story For years, we have been teaching children not to play with their food; Ella’s Kitchen, however, has a fresh perspective. In line with their ‘Eat. Play. Love.’ slogan, the brand preaches that when mealtime is playtime, love for food lasts a lifetime. Its spirited new ad, delivered by Havas London and Great Guns, shows us just that.
This professional campaign titled 'Eat. Play. Love' was published in United Kingdom in January, 2022. It was created for the brand: Ella’s Kitchen, by ad agency: Havas London and Great Guns. This Experiential medium campaign is related to the Food industry and contains 1 media asset. It was submitted 5 months ago. 
Philosophie Strategy Liberate parents from bargaining, pleading and commanding by communicating the power of enjoyment in getting their little one to love good food for life. Essentially, get parents to re-prioritise enjoyment and they’ll prioritise Ella’s Kitchen as a result. To bring this to life, we leant into one of the biggest and most well known barriers to enjoyment. A piece of language passed down from generation to generation… “don’t play with your food”. Whether it be because of mess or manners, parents have been preventing their little ones from playing with their food for decades, and in doing so, preventing them from trying and loving fruit and veg. So we went big. Together Havas London and Havas Studios produced a piece of art, literally. In a gallery stood the words “don’t play with your food”, each letter created from soft, squidgy fruit and veg. Then we let little ones go in on it, picking off the pieces one by one, munching away and dancing along, all until the ‘n’ and the ‘t’ from the word ‘don’t’ were gone, eaten. The piece now read “do play with your food”, along with a VO that explained “when mealtime becomes play time, a love for food lasts a lifetime”. Havas Media worked to create a holistic campaign. The film was targeted to parents through VOD, YouTube and GoodLoop, a platform (and BCorp just like Havas London and Ella’s Kitchen) that allowed parents to choose a charity partner for campaign media money to be donated to upon completion of watching the video. They chose host reads on podcasts to get the message across through trusted voices; content such as activities, games and recipes on social and website that meant we didn’t just tell parents to get their little one playing with food, we actively helped them; and called on the million parents in Ella’s Kitchen’s Always On database to get playing!
Problem Ella’s Kitchen was launched in the home of Ella’s dad, Paul, in 2006. He was bored of the bland, beige, boring food seen in the baby aisle and so decided it was time to make some that was healthy, tasty and fun instead. Fast forward 14 years and Ella’s Kitchen was the number one baby food brand in the market, stronger than institutions like Cow & Gate, Hipp, and Heinz Baby. Why? Because they put kids first. With their tactile pouches, bright colour palette, interesting, organic recipes and names like ‘The Red One’ that his son Paddy named after his red fire truck. But there was a threat on the horizon, coming over the hill thick and fast. By 2020 discounters such as Aldi and Lidl, along with own-label products, had shifted from being something you bought on the sly to a bargain to brag about. These brands weren't shy, in fact they openly copied the style of Ella’s Kitchen; now there were pouches, bright colours, fun recipe names and organic ingredients everywhere, but this time, they were a third of the price. If Ella’s Kitchen were to remain in their number one spot and continue to grow at the pace they were, they would need to justify their premium price point, showing parents why they should pay more for them. They’d need to show parents how their determination to put little ones first wasn’t just a design thing, but something that was fundamental to the business and brand. That meant creating a meaningful brand, one that added emotional value to an already brilliant product. Insight Those becoming parents today are fully aware of the obesity epidemic going on around them, conscious of how commonplace processed foods have become and as a result, felt intense pressure to ensure their own little one grew up to be happy and healthy. This pressure drove parents to prioritise healthy eating, (and anything it took to make it happen), over enjoyment for their little one. Treats, clean plates and ‘you can’t have pudding until you’ve finished your peas’ was causing stress, confusion and anxiety on both sides. Parents were paralysed by an ‘Eat your greens’ mentality and desperation for their kids to eat the right things was perpetuating the wrong behaviours. Having fun and enjoying themselves is how little ones learn about the world around them, yet this fun stopped at the high chair. But here’s the thing, research conducted by Reading University in partnership with Ella’s Kitchen shows that enjoyment is the gateway to a healthy relationship with food. If little ones are allowed to have fun, enjoy and play with their fruit and veg, they become more confident and curious around it, more willing to try it, and as a result love it for life. So, we needed to put the enjoyment of little ones first, because that’s how you get them eating the good stuff.
Ergebnis After only being on air for 3 months, the campaign led to new parents paying the price premium for Ella’s Kitchen. Those moving from consideration to purchase increased by 5% and purchase to first choice increased by 3%, protecting the brand’s number one position against competitors. What’s more, and arguably more important, is that after seeing the ad 11% of parents went on to encourage their little one to play with their food. Getting every parent to overcome mess and manners in the name of play is a long term ambition, but even after one campaign, parents were putting enjoyment first, a huge success not only for Ella’s Kitchen, but little ones everywhere.
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