Heinz Baby
Introducing new mums to the world of weaning.

The challenge
To refresh the Heinz Baby CRM comms using the new look and feel of the product packaging.

The tone
There were two challenges when it came to copy. One, the copy (and concept) had to help shift consumer perceptions of the Heinz Baby brand – ultimately adding warmth and personality, and appearing more contemporary to mums. And two, we had to tread carefully about how we approached the exciting but often daunting subject of weaning to new mums who have very little time but who are also in need of some valuable information and reassurance.

The solution
The campaign consisted of a new brand platform – a new story every day – which was used across the existing baby club channels including the eCRM and CRM, with a new brand promise and logo.

The copy
As brand guardian, I was responsible for and wrote most of the content for all four DM packs from congratulations through to toddler, all email comms (15 in total) from first registration of pregnancy, up to baby’s first birthday, content for the Heinz Baby website, third partnership comms with Bounty, one of the UK’s leading parenting clubs, and created online video content starring new mums that ran as MPUs on partner sites, such as Baby Centre and Made for Mums.