Organic baby food brand Piccolo challenged us to develop a creative PR plan that would drive wider awareness and build brand love with new families, elevate the brand’s commitment to food education and spark new business conversations as it entered into its third year on the shelves of the UK’s major retailers.
With a view to winning the hearts and minds of media and parents alike, and making Piccolo the most talked about baby food brand around the kitchen table, we established a hardworking retainer, elevated by creative boosts that tap into key business messages and moments.
Utilising Piccolo’s spokespeople and experts to amplify our messaging, we’ve hijacked media trends from Meghan Markle and veganism to debates on child nutrition, ensuring Piccolo is kept front of mind.
We’ve also helped parents to understand the weaning journey, with an educational campaign that saw Piccolo partner with leading baby psychologist Caspar Addyman to create a downloadable guide for parents; The Nine Faces of Weaning. Coupled with a research and picture story that revealed the difficulties parents face when feeding their little ones, we generated 24 pieces of coverage, with 7 national hits.
In six months we have achieved almost 100 pieces of quality coverage for the brand, a 20% increase YOY, with 14 pieces of national and broadcast coverage so far.