Gerber is introducing a new campaign to help recapture lost share in the baby food category. In recent years, Gerber has battled Earth's Best Organic, Plum Organics and Ell's Kitchen, among others, as moms increasingly focus on using only the healthiest ingredients for their babies.
Developed with its agency Terri & Sandy, the campaign -- running through September -- includes a heavy media buy with national TV, national print, digital, and social.
The TV buy is targeting moms via A&E, Bravo, E!, The Food Network, HGTV, Lifetime, Ion, Lifetime Movie, Nick at Nite, TBS, TNT, USA, and VH1.
The print buy skews heavily female with ads in People, Parents, Fit Pregnancy & Baby and US Weekly.
The creative centers around how Gerber’s fruits and vegetables are "our babies." And just like mom's little one, Gerber's should be handled with care. The concept contrasts with visual symmetry between babies and Gerber's fruits and vegetables. For instance, one image shows a boy with his wild hair resembling a pineapple.
Another image juxtaposes a baby with bright blue eyes next to a bowl of blueberries.
There's also a long-form Web video to give consumers a more in-depth look into Gerber's process from taking its foods from the farm to homes.
The ad buy is on par with prior advertising. Gerber has spent $20 million on advertising during Q1 of this year, on pace with its total annual expenditures of $85 million for the past two years, according to Kantar Media.
The emphasis on food production is essential in order to connect with today's families. This effort reintroduces the iconic phrase "Gerber Baby" that taps into Gerber’s "commitment to go above and beyond to nourish happy and healthy babies."
One in three respondents worldwide (37%) say good nutrition and ingredients/processing (36%) are the most important factors when deciding what baby food products to purchase, according to a recent Nielsen survey. And 18% of North American respondents cite organic as an important consideration.
While this percentage may lag behind other countries, North America accounts for 72% of organic baby food sales across 16 countries.
"We are excited to launch this campaign that reinforces the precious equity in the Gerber Baby," stated Aileen Stocks, CMO, Nestlé Infant Nutrition North America.