BABEASE ATL creative 2[2]

Vegetable-led baby food brand Babease has launched a £550,000 consumer marketing campaign as part of a brand relaunch.

Leading with the strapline ‘Food for Babies, Not Baby Food’, Babease said it isputting product USPs and brand credentials at the heart of its marketing drive, which is set to run in the vicinity of key retailers and make clear to consumers how the range is made differently.

Babease, which is partnering withJC Decaux and Clear Channel for the campaign, hopes the drive will be seen by over 17 million consumers. It aims to focus on the brand's vegetable-led, nutritional and UK-made credentials.

The campaign will run over a five-week period from the end of April through May, with Babease messaging around nutrition, provenance and flavour delivered through a digital pre-roll campaign and over 1,400 print and digital billboards. In-store media and secondary space with retailers including Tesco, Waitrose, Boots and Superdrug will further amplify the brand, in what Babease is claiming will be the biggest baby food campaign of its kind.

Babease founder Tom Redwood said: “At Babease we believe in doing things differently. We’re currently the only baby food brand made in our own UK factory and we go above and beyond the industry standards, providing our customers with a great-tasting, nutritious range of food they can trust and rely on. We’re delighted to launch the first of our three-part ambitious above-the-line campaigns in 2019, to deliver an honest and positive campaign around baby food, highlighting how we make real food for babies, not baby food.”

Babease says its point of difference is that it uses up to five times less water and guarantees higher protein content than comparable like-for-like market leaders, to deliver 'a nutritionally dense range of stage-two and stage-three baby food products and a predominantly vegetable-led range of stage-one products.'

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