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.”
TV & Video
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;
sales in the first year (5-7x the velocity of major competitors)
increase in time spent on website