Milupa Babyfoods is to appear on TV for the first time through a
series of infomercials 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
mother and baby titles.
The campaign was created by Drum PHD and produced by Wall to Wall. Each
infomercial will look at a stage in the feeding process of babies aged
four months to one year, exploring topics from breast feeding,
travelling and eating to feeding for the future.
The advertising has been designed to position Milupa as an expert on
infant nutrition without over-emphasising the Milupa brand. They aim to
adopt a caring and authoritative tone with humour through the antics of
the new face of Milupa, a toddler called Marcus Paul. He will also
feature on Milupa packaging and press advertising.
Tess Alps, the executive chiarman of Drum PHD, commented: ’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. From the number of baby magazines on the market, it is clear
people are hungry for information and there’s nothing on television
which does that.’
A direct mail campaign will support the television work and a 15-minute
compilation video of the advertorials will be available to customers on
Milupa is to relaunch its infant milks and babyfoods ranges into the
pounds 338 million UK babyfood market this month.