This is not baby food

Increasingly, millennial moms were avoiding the baby food aisles, choosing to make food for their babies at home. Homemade food had become Beech-Nut’s biggest competitor. The ask was to re-launch the brand as the closest-to-homemade natural choice in a crowded and highly competitive field. We created a narrative that rejects factory baby food by embracing homemade. On all channels—TV, print, outdoor, digital/social—we told Beech-Nut’s real food story.