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This is not baby food.

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.”

Brand Positioning

Integrated Campaign

TV & Video


Website Design

Social Content

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

Don't change the message;
change everything.


The Results


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


increase in time spent on website

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