RPM3 has created a press campaign to relaunch Milupa baby milks and
reposition the brand as an authority on children’s nutrition.
The campaign, which consists of three executions, highlights the
nutritional values of Milupa foods and the inclusion of extra long-chain
polyunsaturated fatty acids. Its aim is to inform mothers about the
nutritional value of Milupa baby milk and promote its revamped
One ad features a scarecrow with two babies balanced on either arm and
the strapline: ’A balanced start to life.’
Deborah Pullen, board account director on Milupa at RPM3, said: ’We
wanted to create a distinctive, high-impact campaign to make the brand
stand out in a very cluttered marketplace.’
Milupa went on TV for the first time this month with eight advertorials
through Drum PHD as part of a pounds 3.5 million repositioning. The
films ran in the first ad break of Channel 4’s Light Lunch
The press campaign was written by Stuart Anderson and Tim Johnson and
art directed by Johnson and Calum Bunce.