Milupa Babyfoods has signed a deal with Living to run a series of infomercials in the same slots for four weeks, as part of its 3.5m brand repositioning drive.
Drum PHD, the AMV-owned media company, has created eight infomercials which link Milupa’s baby milk and food products with different stages of development for babies.
The “Successful Babyfeeding” infomercials will fill the whole two-and-a-half or three-minute commercial breaks on Tuesdays and Thursdays at 3.30pm, in the middle of the Rolonda and Jerry Springer chat shows.
They will also run on Channel 4 for four weeks during the first commercial break of Light Lunch from May 12 until June 4. The series will be repeated again in September.
Infomercials will promote Milupa’s revamped range which includes a new product – Milupa Aptamil Extra – and redesigned packaging to emphasise “convenience” and “healthy balanced nutrition”.