HIDE AND SEEK

HiPP is a well-known brand (especially if you have a baby or toddler) that produces wholesome and nutritious organic baby foods and milk formulas certified above EU organic standards and that taste great too! HiPP was about to rebrand their most famous product jars and I was given the opportunity to lead this launch.

There are a lot of misconceptions about using jars. They way they need to be stored, or the special way they have to be used, for example. It was time to challenge these views and turn them into something positive.

Solution. Focusing on and highlighting the benefits of the new product was key, such as the wide opening of the jar, the sterile contents and no need to refrigerate to name a few.

The campaign launched in the press and on social and digital advertising. It delivered over a 4 million reach through a mix of organic and paid, 280,000 content engagements and a 4% uplift in sales against category decline.