Babyfood company comes to TV with integrity drive

- Milupa Babyfoods is to appear on TV for the first time through a series of informercials on baby feeding as part of a drive to reinforce its brand integrity.

- Milupa Babyfoods is to appear on TV for the first time through a series of informercials on baby feeding as part of a drive to reinforce its brand integrity.

A series of eight three minute advertorials will run on Channel 4 every Tuesday and Thursday in the first ad break of the midday chat show 'Light Lunch.' The ads will run from 12 May until 4 June and will be signposted in the TV listings of national newspapers as well as in the baby press.

The campaign was created by Drum PHD and produced by Wall to Wall. Each informercial will look at a stage in the feeding process of babies aged from four months to one year, exploring topics from breast feeding, travelling and eating to feeding for the future.

The ads have been designed to position Milupa as experts in infant nutrition without over emphasising Milupa branded products. They aim to adopt a caring and authoritative tone with humour through the antics of the new face of Milupa, toddler called Marcus Paul. Paul will also feature on Milupa packaging and press advertising.

Tess Alps, managing director of Drum PHD said: "Everything gets lost in baby magazines because they are so busy and there are so many ads, making it very hard to make a difference with advertising a baby brand. Clearly from the number of baby magazines there now are you can see people are hungry for information and there's nothing on TV which does that."

A major direct mail campaign will be used to support the advertorials and will offer to consumers who contact them a 15 minute compilation video of the advertorials.



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