Baby food brand Ella’s Kitchen is set to launch its highest profile campaign, created by Billington Cartmell, with the aim of promoting the brand’s ‘Good In Every Sense’ positioning.
Planned and bought by ZenithOptimedia, the campaign is spearheaded by a 30-second TV ad that will run nationally for five weeks.
“My baby should be in #EllasTVad because”…tell us why to get your little one in our ad! More info ellaskitchen.co.uk/ellas-tv-ad-co… UK,18+ Closes 29/11
— EllasKitchenUK (@EllasKitchenUK) November 27, 2012
Targeted at parents with babies and young children, the commercial features healthy and handy foods, establishing its ‘kids first’ positioning.
The campaign shots of real babies, some of whom were selected through a social media competition, where parents were asked to complete the message: “My baby should be in #EllasTVad because… ”
Ade Thomas, Billington Cartmell retail director, said: “We needed a creative platform that would allow us to deliver multiple product references and usage occasions in a fun, engaging way. The animation, the music, the voiceover and the imagery all work together to create something that is unmistakably Ella’s Kitchen.”
As part of the campaign, Ella’s Kitchen is set to launch a Facebook page this month, as well as introducing Facebook advertising encouraging parents to share the commercial with friends for the chance to win Ella’s Kitchen products