CLIENT
Gerber
Alberto Hernandez, Head of Marketing, Meals and Drinks
Kelly Greenberg, Marketing Director
AGENCY
Lauriann Serra, Sr. Partner, Executive Group Director
Margot Grover, Sr. Partner, Worldwide Planning Director
Vickie Mogensen, Acct. Director
Alysse Burroni, Acct. Executive
Terri Meyer, Executive Creative Director
Sandy Greenberg, Executive Creative Director
Todd Condie, Copywriter
Meredith Schwinder, Art Director
SUMMARY
Gerber, the most iconic baby food brand in America, was losing Millennial Moms. Sales were declining because the brand appeared too big and factory-like next to upstart brands touting organic ingredients in hip packages and ambitious new flavor combinations. We uncovered a simple insight that turned Gerbers size into an advantage. The upstart brands might appeal to parents, but only Gerber had the scale to get babys approval. The Baby Approved campaign righted the Gerber ship, successfully driving consideration, sales, and social engagement among Millennial moms across America.
