Heinz Baby Club CRM Campaign

Client: Heinz Baby Food
Brief: Create a series of DM packs to be sent to Heinz Baby Club members at different stages of their weaning journey.
Insight: Learning to eat solids is a big milestone for our babies. They’re like little food explorers discovering new tastes and textures.
Idea: Every food explorer needs the right help and guidance along the way. Heinz are the perfect travel companion.
Execution: We created a rucksack as the key visual to represent the idea of weaning as a journey and our little ones being the explorers. This would be the consistent element that mums could recognise in the post. The packs would contain all the support and guidance needed as well as vouchers and free samples.

Gramia Award 2010