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Heinz ‘Mum’s Own Recipe’ ad

Agency: McCann Erickson London

Client: Heinz (Louise Radcliffe, Marketing Director for Infant Feeding)

McCann Erickson London has created a television campaign to celebrate ‘Mum’s Own Recipe’ range of prepared baby food from Heinz.

Heinz knows that Mum’s are the best at creating food for their babies. They also know that Mum’s have tried and tested recipes that result in clean bowls and happy babies every time.

Embracing this truth, Heinz have collected these favourite recipes from Mum’s throughout the UK, and used them as the inspiration for their Mum’s Own Recipe range of jarred baby food.

This way, with Mum’s Own Recipe, Heinz is passing around the best recipes from mums so that other mums can reap the benefits of happy and successful mealtimes.

The campaign celebrates the sharing of mum’s best baby food recipes by showing the actual recipes being passed around by their harshest critics, the babies themselves.

The campaign aims to show mums who are looking for the best in prepared baby food that this range comes with all the positive benefits of being inspired by real home cooking.

Marketing Director for Heinz Infant Feeding, Louise Radcliffe, said, “We are very excited about the new campaign for Mum’s Own Recipe.

“The creative has a really engaging combination of charm and intrigue, and we believe it will resonate strongly with mums.

“McCann’s has done a brilliant job of delivery against the communication objective to show Mum’s Own Recipe is baby food that mums love to give and babies love to eat”.

This television campaign will be on air until September 16.

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