Organic baby food brand Ella’s Kitchen has a strong British heritage, however, to launch the brand in the Netherlands a completely new proposition was necessary.
Iris Amsterdam positioned Ella's Kitchen as an extension to the mealtime experience rather than a substitute with Kleine Foodies Club, the first major Dutch campaign. The goal was to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.
The "Little Foodie" personas each embody different aspects of a healthy relationship with food and come to life though online films, print and social media executions. What started as a Netherlands only launch, has now evolved into a global campaign that’s being rolled out around the world.