Baby nutrition is the hardest category in marketing. There are no impulse purchases and “wow creative” doesn't work: behind every post there is a mother at three in the morning, phone in one hand, child in the other. She doesn't read slogans, she reads the ingredients.
There are clients you make pretty pictures with. And there are clients you grow up with. Danone is the second kind. We worked with half of their portfolio.
Let's start with the project we'll still be proud of in twenty years. “Buty Poruch” is Nutricia's social and educational project for cancer patients and the people close to them. October 2020, the height of Covid, a subject most brands run away from into “positive content”. We went where it's frightening.
The campaign took bronze at the Effie Awards Ukraine 2021 in the Positive Change – Social Good: Brands category. Awards are nice. But the letters people wrote in the comments mattered more.
Monthly content plans, launches, special projects, bloggers, taste research with real questionnaires. The Milupa bear became a colleague — we knew his wardrobe better than our own.
And we went beyond the feed: festivals for parents, a tent in the park, photo zones with the bear in shopping centres — where digital finally embraces the real world.
Nutricia Club gave us “My Little Copy” — hundreds of mothers filming how their children copy their gestures. And “The Hurriers”, a project about babies born before term.
Nutrilon and ProstoNashe kept pace alongside. Nutrilon is a brand where marketing walks a tightrope: infant formula is the most regulated subject in communications, and you cannot promise anything extra, however much you'd like to. ProstoNashe is a dairy brand named exactly the way its buyer thinks: daily social media without strained creative, a feed that reads like a chat with the neighbour.
The same standard across all five: check every word as if a paediatrician will read it. Because a paediatrician will read it.
