Havas Media Group

Client: Ella's Kitchen

Ella’s Kitchen has changed the face of baby food – becoming no.1 in the UK market in just 7 years, but now battling for growth in a cluttered category with the rise of cheaper, own-label copycat brands and increasingly price sensitive consumers.

Increasing penetration, brand equity and protecting price premium was key to defending Ella’s Kitchen’s market leading position. With a modest £800k annual media budget (c.2% SOV), our strategy needed to help Ella’s Kitchen punch above their weight.

Our EAT.PLAY.LOVE. strategy subverted parents’ negative food-play perceptions to bring back joy to mealtimes and encourage healthier long-term eating habits [6] .

EAT – delivered emotional brand value to a quality product through laser focused targeting in influential moments.

PLAY – deployed helpful ‘food-play’ content, showing up ‘playfully’ in media in meal-time moments, reliant on engagement to maximise influence for our budget.

LOVE – created a supercharged earned approach to drive impact and action as a force for good by lobbing for sensory food-play support in all early education.

As a result, EAT.PLAY.LOVE defended Ella’s Kitchen’s category leading position, increasing penetration by +44ppt[8], sales value by 5%, brand love by +6ppt[9], ‘brand worth paying more for’ by +12ppt [9] YoY – exceeding expectations across every KPI.