Hipp Organic, a leading brand of organic baby foods and formula milks, is launching a rich media online campaign targeting mothers with babies between four and 10 months’ old, promoting its new range of savoury food pouches.
The push, devised by Spinnaker, features several versions of online ads, including expandable and push down leader boards and a home page take over on Baby Expert (www.babyexpert.com).
Playfully associating the stages of weaning with specific products in the HiPP savoury pouches range, the campaign will run until the end of the month.
Stage one savoury pouches are available in four different flavours, while the stage two pouches contain small, soft lumps to help weaning babies learn to chew.
Hipp Organic group product manager Karen Smith said: “While the nutritional benefits of organic continue to play a major role in the baby food category, health is also a key driver for growth as mums demand the very best for their baby.
“We are confident that this launch will satisfy further consumer demand by extending appeal to those who currently buy Hipp Organic products whilst offering an added bonus in Omega 3 and bringing a USP into this extremely competitive category.”
