Ella's Kitchen: Owning a lifestage

Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

Campaign details

Brand: Ella’s Kitchen Client: Ella’s Kitchen Agency: Havas

Summary

This is the story of how Ella's broke the rules of FMCG marketing.

With a new owner, and a limited marketing budget of just £345k, Ella's needed to continue to deliver 10% annual growth. With more and more competitors imitating Ella's and a declining market, it didn't look good...

The usual levers for FMCG growth weren't available to us. So we needed to revert to Ella's founding spirit and break the rules. We did this by turning what should have been a disadvantage into an advantage.

Every...

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