Case study: HiPP organic wonderful world of weaning

The Objective

Since 1958 HiPP has been producing the highest quality organic baby food. Launched in the UK in the 1990’s HiPP’s number 1 status has recently been challenged by new entrants to the market. With various bits of NPD planned for 2013 including the launch of a new pouch range Spinnaker needed to reassert and create a new advertising positioning to drive awareness, deliver an emotional connection and drive trial. Spinnaker also needed a property that would lend itself to word of mouth and repeat engagement.

The Target

Drive awareness, deliver an emotional connection and drive trial.

The Strategy

Plenty of mum research kicked things off. The message was unanimous…that weaning is a time of anticipation, delight and excitement. A territory of ‘food celebration’ for mums, dads and babies translated into a new creative positioning centred on ‘The Wonderful World of Weaning’. It is a world where the HiPP story can be told, where mums can go for inspiration, advice and entertainment. Spinnaker brought it to life through press, online, literature and DM. Video, social and digital content is planned as the next stage in the process.

The Result

The campaign is in its infancy. Sales results and other metrics will be closely monitored over the next year.