Babybel Cheese is playing off its “baby” name for a new campaign that lets parents order custom onesies of the brand’s iconic red logo along with a baby’s name for $15. A portion of the proceeds will support non-profit Baby2Baby.
The “Babybel Boom” project was developed by Edible, a specialist agency within Daniel J. Edelman Holdings, with additional paid support from Spark.
“We saw media headlines, social conversations and even memes predicting an influx of new babies to celebrate, bound to begin arriving nine months since stay-at-home orders were first enacted,” explains Melanie Nemoy, brand director U.S., Babybel. “Given our namesake and shared sentiment in bringing a bit of playfulness to the world, the idea came quickly.” She adds, “Given the natural tie to our name, we’ve seen our fans pull through the Babybel name in all kinds of creative ways over the years, inspiring us to do the same.”
The campaign — conceived in the early days of quarantine — was a direct result of the pandemic as Babybel sought a way to harness “joy” and capitalize on trends to raise the spirits of its fan base.
“Truthfully, like the rest of the globe, we did not expect we’d still be in a state of lockdown in the U.S. by this time,” says Nemoy. “Virtual baby showers and holiday celebrations are very much still a thing, and while unplanned, we hope these onesies can offer a playful surprise to a loved one from afar.”
The campaign is backed by a multichannel approach consisting of public relations, influencer and paid social, as well as through partners, T-Shirt Deli and Baby2Baby.