Organic baby and toddler food snack brand Organix is launching a major campaign designed to bring to life the everyday moments of “wonder” that matter most to parents.
The campaign, built around the concept of “Fuel their Wonder”, is the first work devised by The Gate since the MSQ Partners agency was appointed to the brief last summer.
Launching this week with 30-second TV ads across All4, Sky and ITVHub, the activity acknowledges the stresses and challenges of parenthood, as well as those little moments of “magic”.
It will be supported by online video, social and radio and will be followed by additional campaigns around new product launches in the Organix range later this year.
Organix marketing director Tim Albert said: “The ‘Fuel Their Wonder’ campaign has the power to be transformative for the Organix brand. It’s rooted in a real depth of consumer insight and will help us bring our purpose to life. We are passionate about making things that little bit easier for parents, and we’re delighted that The Gate has captured the moments of magic in parenthood with such charm. The campaign perfectly communicates the role our foods play in everyday life for little ones.”
Gate London executive creative director Beri Cheetham added: “What they don’t tell you before having children is that parenthood is the toughest job you’ll ever have to do. It’s every bit as stressful and knackering as it is joyful and exhilarating. And your new born doesn’t come with a manual when you leave the maternity ward either. Our new campaign plays through the triumphs and tribulations with authenticity, as we set about making Organix a true partner when it comes to parenting.”
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