The 10-second spot, created by Spinnaker, will air across multiple channels and combines live action with animation. The ad features a baby in his own fantastical world who is intrigued by a fluttering animated butterfly.
The butterfly launches off a real flower, and it has wings which are shaped as the HiPP heart logo. As the butterfly dances around the baby to highlight the areas of his body which will benefit from the core ingredients, the baby responds and giggles. The ad ends with the butterfly flying into the product in the end shot and dissolving into the logo itself.
Press, display advertising and a HiPP homepage re-skin have also been developed alongside TV. The ad will also be seen on HiPP’s Facebook page and the You Tube version will show some of the shoot out-takes. Media has been planned and booked by Teqtonic.
Jane Mayall, head of marketing at HiPP Organic says: “These are exciting times for HiPP – with our new and improved follow on milk, mums now have a perfectly viable organic option.”
Joanne Cyphus-Mason, account director at Spinnaker, adds: “The aim of this ad is to grow awareness amongst mums who don’t realise there is an organic formula milks choice readily available. The butterfly personifies gentleness and this creative treatment researched very well – so we are very excited with the final film. It fits perfectly with the natural organic values and food heritage of the HiPP brand.”
Heinz recently axed its range of Nurture baby milks in the UK.
Danone, the global leader in baby nutrition, has appointed brand design agency LFH to review and redesign part of its Aptamil Baby & Infant Formula milk brand. The appointment follows a three-way pitch against other European agencies.