AN EXCLUSIVE BABY DINNER by Duval Guillaume Modem Antwerp for Nutricia

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AN EXCLUSIVE BABY DINNER

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Industry Baby Food
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson, Lansen Walraet
Art Director Hanne Deheegher
Copywriter Tom Cole
Released April 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NUTRICIA
Product/Service: BABY FOOD
Agency: DUVAL GUILLAUME ANTWERP/MODEM
Date of First Appearance: Apr 20 2010
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Creative Director: Geoffrey Hantson/Lansen Walraet (Duval Guillaume)
Art Director: Hanne Deheegher (Duval Guillaume)
Copywriter: Tom Cole (Duval Guillaume)
Account Director: Julie Maris/Sophie Steyaert (Duval Guillaume)
: Production Company (Who Killed Joe)
Media placement: Ambient - Restaurant - 20th April 2010

Insights, Strategy & the Idea
Olvarit baby food (part of the Nutricia baby food brand) is always looking for new ways to help out young parents in the kitchen. Their latest Ingredient range lets parents combine fresh vegetables with six different varieties of meat or fish to create a delicious homemade meal for their baby. Brief was to launch this new Olvarit ingredient range and create awareness.

Creative Execution
Instead of a classical campaign we decided to celebrate the launch by organizing an exclusive tasting-dinner in a Michelin starred restaurant. And we invited some very special guests who we knew would appreciate it: baby’s (emailing within the Olvarit clients database, final selection of 20 babies’). On the menu, fresh vegetables and Olvarit ingredient range.

Results and Effectiveness
The launch campaign started at end of April so it’s too soon for final – and honest – results. But first figures indicate that this will most probably become Nutricia Babyfoods most successful launch so far.