ABOUT

From slugs to mud., how we turned curiosity into immunity

Ask any parent – little ones really do throw themselves at life mouth first. Sure, it can seem gross when they’re gumming the tv remote or you catch them taste testing the cat's dinner – but the truth is they’re exploring. Discovering tastes, textures, what they like, what they don’t, what’s food, what isn’t. And isn’t that wonderful? Isn’t that the purest joy?

At Heinz Family, we know just how challenging it is to be a parent. It would have been easy to add to this overwhelming anxiety with our immunity support pouches, a proposition that inherently suggests ‘another thing to worry about’. But we decided to go another, more empowering way.

Leveraging our brand essence, nourishing the joy of natural parenting, we tapped into an insight that focused on the positives of this oral exploration. That recognised how babies grow curious, brave and fearless when they’re allowed to discover in their own wonderful and unique way - mouth first.

This online video campaign is a celebration of curious babies everywhere. And a joyful ode to how our new immunity support pouches not only help children explore the world of food, they also help give parents the confidence to let their little ones keep exploring the world mouth first.

Our mouth first films saw incredible performance across digital and social, with engagement well above benchmarks - and they enabled us to double our facings on the range and grow our pouches market share from 4% to 5%. Tasty!