The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Natalie Mortimer, N/A

July 21, 2014 | 2 min read

Children’s food brand Annabel Karmel is targeting parents with toddlers in its first ever TV campaign to promote the Chilled Toddler Meal range.

The 30-second ad, created by Quite Frankly Productions in collaboration with Grainger & Wolff, breaks tonight (21 July) on Disney Jr, Nick Jr, Nick Jr 2 and Tiny Pop and will run until 20 August.

Sainsbury’s, which stocks all of the Annabel Karmel chilled meals, is tagged in the TV advertising.

Starring founder, Annabel Karmel, and young son Nicholas, the hand-drawn animation, by Scubaboy Inc, depicts Annabel’s determination to create tasty recipes that her ‘ultra-fussy’ toddler would eat.

Sarah Smith, head of PR and marketing at Annabel Karmel added: “Behind the Annabel Karmel brand is the real-life story of a mother locked in a battle of wills with a fussy child. Her willpower took her on a journey of food discovery which resulted in her producing a range of meals inspired by her trusty recipes.

“Hand-crafted animation allows us to bring to life that personal story, and children’s TV presents a prime medium to generate awareness on a much larger scale that we have ever done before – reaffirming Annabel’s position as a leading authority on feeding children.”

The ad campaign is being supported with promotional activity on Annabel Karmel’s 3.6 million strong website and YouTube channel. Crave&Lamb have also been brought on board to plan and run targeted Facebook advertising to promote the toddler meal range. media planning and buying was handled by Guerillascope.

Annabel Karmel

More from Annabel Karmel

View all