Plum Organics
The Problem
Years ago when all baby food came in glass jars, Plum launched the pouch to massive success.
After a corporate acquisition and years of under-investment in the brand, the baby food category caught up. Now everyone had nutritious, organic baby food in pouches, and Plum sales were declining. The brand needed a major refresh in their brand, communications, and packaging that gave parents a reason to choose Plum over their competitors.
The Solution
We knew parents always want to feed their child nutritious food, but getting their child to eat it was a mysterious challenge. They feared raising a picky eater with food insecurities that only liked french fries and chicken nuggets.
We worked with baby development experts to discover that children 6-12 months were most receptive to new flavors, and 10+ attempts were required for a baby to learn and accept a new flavor as food, expanding their palette in the process. This gave us the insight that baby food is more than nutrition, it’s a tool to expand their world.
We re-positioned the brand to solve parent’s greatest fear when it came to food, created a funny and heartwarming spot that landed the central campaign idea, and created flavor messaging for packaging that encouraged variety and repetition.
The Work
Agency: Madwell
Positioning, Campaign Development, Comms Strategy
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