• by Fern Siegel , Yesterday

Horizon Organic is promoting its Growing Milk as a key health benefit for toddlers.

“This Milk Means Business” campaign by Duncan Channon turns a first birthday party into a parental photo shoot. Attention is great. But  Growing Years gives the child something more: critical nutrients during its first five years.

The “Paparazzi” spot, directed by Pau Dalmases of Pensacola, is running across CTV, digital and social.

Developed with pediatricians, Horizon Organic Growing Years include DHA Omega-3, choline and prebiotics, key ingredients for brain and digestive health. It's specifically formulated to help toddlers grow strong.

“The transition to cow milk can be so stressful, especially as a first-time parent. Suddenly, every decision feels like a big one, and it’s hard to know where to start,” said Jessea Hankins, creative director, at Duncan Channon. “This spot balances that stress with humor, showing how we, as parents, often imagine toddlers as tiny adults. For Growing Years, we want parents to know that we get it. We understand the whirlwind of these years and are here to make things easier.”

Independent agency Duncan Channon's client work includes Kona Beer, Viator and StubHub. It is credited with changing public perception about the dangers of vaping for the California Department of Public Health Tobacco Prevention Program.