HiPP Organic
Building a little big world
What we did
The Challenge
Earn a bigger slice of a stuffed-full market. HiPP Organic has been championing organic since way before it was cool but, despite being the world’s number one organic baby food company, UK parents have been slow to take the brand to their hearts – and their highchairs.
The Leap
Think small. No, smaller. HiPP didn’t need a big idea. They needed lots of little ones. As pioneers of organic farming, HiPP has a long history of caring for the little things. From the organic produce they grow, to the wildlife they protect in the process, every stage of production is full of care, right down to the tiniest detail. So, let’s show our UK audience just how much goes into every little thing HiPP does…
The Work
Go big on the little things. We launched an integrated campaign aimed at showcasing all the little things that HiPP do, and how they make a really big difference to developing our little ones, and their world.
A suite of 4 targeted TV ads was supported by social and influencer activity, display, press and shopper marketing. ‘We’re Big on the Little Things’ allowed us to deliver a wide range of brand and product messages – keeping the campaign as relevant and fresh and the products it served.
A fresh new look, to reflect HiPP’s fresh thinking. Our ‘Big on the Little Things’ campaign shows off HiPP’s organic farmland, reinforcing their organic heritage.
We needed to drive awareness, so we developed a series of ads across HiPP’s key product areas: food and milks, which were served to our target audiences through addressable TV.
Millennial mums and dads are heavy social media users, which meant a big part of the campaign involved growing reach and engagement by refining HiPP’s Instagram content and working with micro-influencers.
While improving brand perception was vital, we needed to drive sales too. We developed a series of tactical, product specific ads boosted through social and digital display.
The results
saintnicks have been central to creating and launching our new brand campaign. They are a true partner and I consider them an extension of my Marketing team – not only do they offer great strategic and creative expertise, they’re a great bunch of people to work with. They’re passionate about what they do, they aren’t shy from offering an alternative point of view and they go above and beyond for the good of the brand.
Richard Walker
Marketing Director, HiPP Organic
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