Ella's Kitchen: Launching Organic Baby Food in the Netherlands
Applicable Industries
- Food & Beverage
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Ella's Kitchen, a brand known for its organic baby food products. The brand has a strong British heritage and is recognized for its commitment to providing healthy, organic food options for babies. Ella's Kitchen aims to make mealtime fun and enjoyable for both parents and babies, promoting a positive relationship with food from a young age. The brand faced the challenge of launching its products in the Netherlands, a market where parents value the process of helping their children discover the joy of eating and are not interested in ready-made meal replacements.
The Challenge
Ella's Kitchen, a brand with a strong British heritage, faced the challenge of launching its organic baby food products in the Netherlands. The brand needed to adapt its strategy to fit the Dutch market, where parents are not interested in ready-made meal replacements. Instead, Dutch parents enjoy the process of helping their children discover the joy of eating. The challenge was to position Ella's Kitchen not as a substitute for mealtime, but as an extension of the mealtime experience. The goal was to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.
The Solution
Ella's Kitchen developed the Kleine Foodies Club, the first major Dutch campaign, to position the brand as an extension to the mealtime experience. The campaign introduced 'Little Foodie' personas, each embodying different aspects of a healthy relationship with food. These personas were brought to life through online films, print, and social media executions. The campaign was initially launched in the Netherlands but has since evolved into a global campaign being rolled out around the world. The strategy was to use engaging content and social media to connect with Dutch parents and promote the brand's organic baby food products as a way to enhance the mealtime experience and encourage healthy eating habits in babies.
Operational Impact
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