Organix Brands is aiming to boost uptake of its new Mighty Meals range with a retail experiential campaign through agency Carbon Marketing.
The campaign began at the Lollibop Festival at Regents Park earlier this month and a roadshow is taking the brand to selected Sainsbury’s and Asda stores in London and the South East.
Organix Mighty Meals are aimed at toddlers ready to move on from baby puree to more textured ingredients with visible chunks.
Carbon Marketing began by seeding the brand among influential mums at Lollibop – the only UK festival where all the entertainment is for children. One in five attendees sampled Mighty Meals. Meanwhile the retail roadshow aims to distribute 20,000 samples.
The Organix Mighty Meals range continues the company’s mission to provide wholesome, tasty baby and toddler foods that use only organic, natural ingredients.
Carbon Marketing account director Becky Allam said: “It’s the chunky, appealing look of Mighty Meals which clearly differentiates the range from their more pureed competitors – the product looks home cooked.
“Making this visually unmissable at the point of sampling is driving home the similarity between the qualities of Mighty Meals and mum’s homemade meals.”
