Havas

London

We launched the first ‘always on’ YouTube channel ‘Weeny Weaning’ dedicated to weaning with the aim of engaging the 7,500 new parents who are starting weaning for the first time each week. We also established the world’s first sensory weaning restaurant – the Weeny Weaning Restaurant – to help Ella’s Kitchen educate parents about the importance of creating a healthy relationship between children and food.

The channel was built with the support of the new parent community, we found mums and dads across the weaning journey who could front our channel. A suite of Hub, Hygiene and Hero content was built around them (26 films in total), with some additional Ella’s advice, the ‘Weeny Weaning Channel’ was born, packed with everything a new-to-weaning Mum or Dad would need to know.

Ella's Kitchen 'Weeny Weaning'

Changing the eating-habits of a nation. One tiny bite at a time Ella's Kitchen beat the big boys Heinz and Cow & Gate and rose to become the no.1 baby food brand. The heartbeat of their business is demonstrating to parents that no-one understands babies better than Ella's.

However, as time went on, it became harder and harder to keep growing. We became a victim of our own success with copycat competitors and maxed-out distribution. Yet despite all this, Ella's new owners Hain Celestial expected Ella's to deliver 10% growth annually on a budget of just £345k. 

Ella’s was in a declining category, with just 10% of the marketing spend of its key competitors.  Advertising didn’t seem like it would be the right answer.  

 With parents only in market for 18 months, they’re a constantly refreshing audience. Yet we were spending all our time and money on new content creation. So we decided to stop selling, and start serving.  

Weaning can be a really challenging, stressful time, particularly for first time parents. But no brand was helping parents through this tricky time.  

But would parents accept this level of service from a brand when it came to the health and wellbeing of their child?  

We needed a way to test our theory.

We launched the first ‘always on’ YouTube channel ‘Weeny Weaning’ dedicated to weaning with the aim of engaging the 7,500 new parents who are starting weaning for the first time each week. We also established the world’s first sensory weaning restaurant – the Weeny Weaning Restaurant – to help Ella’s Kitchen educate parents about the importance of creating a healthy relationship between children and food.

The channel was built with the support of the new parent community, we found mums and dads across the weaning journey who could front our channel. A suite of Hub, Hygiene and Hero content was built around them (26 films in total), with some additional Ella’s advice, the ‘Weeny Weaning Channel’ was born, packed with everything a new-to-weaning Mum or Dad would need to know.

The results

By owning an important developmental life-stage, ‘Weaning’, we’ve been able to focus our budget on providing the best support for all mums and dads across the UK. Ella’s Kitchen’s weaning service recruited 40% of all new parents.

And our weaning content has become a permanent fixture in parent’s homes. Our charts adorn their fridges, our stickers mark their child’s progress: one mailer has got us to the heart of the home. We have delivered a content strategy that has achieved record levels of engagement for Ella’s: our email open rates stay at or above 20% throughout the programme. Our average of 20.42% CTR, exceeds the industry standards by 700%. 

This radical yet simple approach has driven significant commercial growth. We generated £24.2m incremental sales and growth of 52% in just 4 years. 

The beauty of a tight constraint forced us to look at growth differently. By understanding that our purpose wasn’t just to make weaning products, but to actually support parents through weaning, we’ve driven significant growth for the brand and new learnings for the industry. 


Share


Weeny Weaning

A Creative and Media client, our remit covers all above-the-line advertising, digital including web build, social, PR and media planning & buying. Together we have doubled the purchase of baby bite snacks purchased.

Feel free to get in touch

We'd love to chat

Havas

+44 20 3793 3800 tracey.barber@havas.com