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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.

Project Roles
Art Director, Creative Director
Story Worldwide
Art Direction
Brand Films, Products - Digital
Project Industries
This is not baby food