Kiddylicious
How we turned first tastes into a global brand moment.
Kiddylicious is a much-loved finger food brand for little ones in the UK and select international markets. Kids (and parents too) adore their mouth-watering range of products, but the challenge was turning that love into stronger brand awareness.
We set out to make “Kiddylicious” a household name - with a messy but memorable global brand campaign.
Despite being a strong market leader, Kiddylicious needed to stand out in a crowded category. Our aim was to:
Deepen emotional connection with the target audience - predominantly UK females (18-45) with children aged 0-5 years old.
Bring to life the brand’s ethos of great taste and no judgement.
Create a distinctive, memorable global campaign that celebrates the fun in food.
In the eyes of Kiddylicious, children are not simply eating. They are grabbing, munching and discovering the world of food around them. And having fun with it! Kiddylicious, with their self-feeding supportive range, bring great taste and fun food moments to young families.
This ethos became the foundation of our campaign. We developed a creative concept that captured the energy and authenticity of food exploration, built around one unifying idea: Fun-First Tastes.
Our two-day shoot starred a selection of adorable babies and toddlers and their authentic reactions to Kiddylicious products. A series of over-dramatised close-up and slow-motion shots that build tension towards the final bite…
The shoot delivered a suite of memorable video and static assets for global rollout across paid social, digital advertising, point-of-sale and in-store placements.
The campaign drove strong brand performance, with brand tracking showing consideration increasing from 69% to 76% and usage rising from 40% to 48%. Ad performance also exceeded benchmark norms for ad recall, branding and enjoyment.
A brand uplift study further demonstrated strong market impact, with a +7.3% increase in ad recall and an +8.2% increase in recommendations, demonstrating a measurable impact on audience engagement and brand perception.