Beech-Nut: Real Food for Babies
Social Media
Marketing Strategy
Content Marketing
Project Overview
When Beech-Nut did the research in 2012, they saw millennial moms leaving the baby food aisle in droves and choosing to make food for their babies at home. The result was a rapidly shrinking market for jarred baby foods. Suddenly homemade food was Beech-Nut’s biggest competitor. Instead of fighting, Beech-Nut embraced homemade and joined a revolution in progress, reinventing the entire category with a whole new approach to baby food. The 40 new flavors in newly designed glass jars contain whole, fresh fruits and vegetables and nothing else. The Just Gentle Cooking™ method keeps the food’s rich colors, natural textures and fresh tastes and aromas. To launch this new brand, Story Worldwide devised an integrated campaign using traditional and digital channels to meet moms at eye-level and get them to realize that Beech-Nut’s products are 100% natural, real food – just like she makes at home. The multi-channel campaign kicked off on Mother’s Day. A full-page letter to moms ran in The New York Times. Ellen Degeneres hosted a live commercial on her Ellen Show, which was echoed on a Yahoo! homepage takeover. A series of print ads in national magazines dramatically put Beech-Nut’s new jars inside the jars’ natural ingredients, shortening the perceived distanced between farm and baby’s table. A national TV commercial integrated Beech-Nut’s products into mom’s kitchen environment; a fresh, responsive website and social community management engaged with mothers. Digital banners drive audience to film and text assets online. The story deepened with a 4-page insert in People magazine that drive to a 90-second live-action and animated film detailing exactly how Beech-Nut food is sourced and made. The campaign was embraced by moms with an engagement rate 500% higher than Facebook’s industry average. In less than 90 days, we built engaged users on social channels by 3 times — increasing the Facebook community from roughly 25,000 to more than 380,000. There was an increase in mobile affinity by 2 times. And most importantly, for the months of April, May, June and July—the results available at this time—the category of baby food in jars in the U.S. actually turned around and grew after falling without interruption for more than 2.5 years. All of the growth was in Beech-Nut’s new food.Client
Beech-NutTags
branding
content
video
production
social media
advertising
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