The campaign, created by Billington Cartmell, will run for five weeks. The creative is based in the Ella’s Kitchen world and introduces each of the company’s product ranges by highlighting their benefits.
The ad adopts the brand’s fun and "kids first" approach, and features its latest key product launches – the first range of baby cereals and dairy products.
It features images of babies, selected via a competition on social media channels, enjoying Ella’s Kitchen foods. Parents were asked why, "My baby should be in #EllasTVad because...", and respond in the most creative way.
The company will also launch a Facebook campaign on 16 January, in which parents will have the opportunity to upload footage of their own baby into the ad. The activity will be supported by Facebook advertising and encourages parents to share the ad with friends, for the chance to win Ella’s Kitchen products.