Being an accomplished chef, our client couldn’t understand how baby food was so full of fruit and sugar, yet so lacking in flavour. Our first meeting involved the unenviable task of sampling the bland competition - then comparing it to Tom’s own delicious recipes. The challenge from there on in was clear: disrupt the category by launching a brand of food for babies, not baby food.
Entering the baby category can be notoriously difficult. But somehow we needed to change the perception prevalent amongst mothers that baby food containing savoury vegetables is less tasty than the sugary alternatives. And all without a major advertising spend. To achieve our goal we identified a strong and unique premium positioning which engaged with the latests trends to disrupt the category and make sure Babease got noticed. Working closely with the client we developed a brand that really captured the imagination of retailers, and as a result propelled the value of the brand to £7 million within just 18 months.