Rachel Stevens has been signed by baby and toddler food brand Ella’s Kitchen to leads a musical, healthy-eating initiative.
The ‘Tasty Tunes’ initiative will aim to develop young children’s enjoyment of vegetables, with Stevens having recorded versions of nursery rhymes such as Twinkl, Twinkle Little Star and Old McDonald Had a Farm.
The songs will be available to download on the Ella’s Kitchen website, and will be promoted through press and digital adverts, created by Billington Cartmell.
The press campaign will run from December in specialist magazines including Practical Parenting, Mother & Baby and Pregnancy & Birth, with digital ads also running on parenting and baby sites.
The Ella’s Kitchen newsletter will also promote the Tasty Tunes, while advertorials will run in Prima magazine.
The campaign follows research undertaken by the brand which focused on healthy eating in toddlers between 12-36 months, which found that only 16% of under-fives eat the recommended ‘five-a-day’.
Paul Lindley, Ella’s Kitchen founder, explained: “Ella’s Kitchen is passionate about helping babies and toddlers eat healthier food. With the worrying figure that less than one in five kids are eating their five-a-day, we partnered with the University of Reading to conduct research into children’s eating behaviour and created the Tasty Tunes collection with Rachel Stevens. We hope this initiative will encourage more kids to eat their veg, creating healthy eating habits that last a lifetime.”
Adrian Thomas, Director at Billington Cartmell, added: “with obesity increasing at an alarming rate, parents are aware that they need to get their kids eating healthily early on. We’re delighted to be part of this highly worthwhile campaign.”
Stevens commented: “As a new mum, I’m always looking for exciting ways to encourage my daughter to try new foods, especially greens. That’s why I’ve teamed up with Ella’s Kitchen - to make healthy eating fun for little ones as food for children should be about discovering tasty new flavours and textures. I hope Tasty Tunes help lots of parents sing about fruit and vegetables as part of their little one’s everyday playtime!”