To launch the brand in the Netherlands, Iris has developed a fresh proposition away from the British strategy in order to reflect the different way in which children are raised in the Benelux country. Here, Ella’s Kitchen has been positioned as an extension to the mealtime experience rather than a substitute through the Kleine Foodies Club – a group of four distinct baby characters.
A series of online films, print and social media content feature Daan the flavour magician, Ann the ambassador of the five senses, Fleur the Food Artist and Finn the professor of food fun. Each execution aims to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.
Amy Brown, head of planning at Iris Amsterdam, said: “Ella’s Kitchen has a strong reputation in the UK but needed a new vibrant proposition, one that would reflect the Dutch parenting style.
“Parents in Netherlands aren't looking for convenient ready-made replacements – they genuinely enjoy making food for their babies and the whole process around family dining, so the challenge was to position Ella's Kitchen as an extension to that experience rather than a substitute.”