Ella's Kitchen® is a premium organic baby food brand, best known for its eclectic ingredients and playful packaging. In 2014, Ella's Kitchen® was selected as one of only a handful of brands to participate in Target's esteemed Made to Matter campaign, emphasizing the big box retailer's commitment to offering natural and organic products to their guests. Ella's® created exclusive products for the partnership, creating a new category of natural remedies for upset tummies. The brand tapped agency-of-record, iced media, to help promote these first-of-a-kind products within the context of the larger Target program, with the objective of creating awareness for the brand, consideration for the new product, and driving conversion at Target.
Our strategy was to transform Target's bright wide aisles into a virtual Ella's Kitchen's® Farmacy, seamlessly intersecting an old-world apothecary with Ella's farm-to-table brand ethos, as a way of educating moms and toddlers alike on the health benefits of the brand's products. The Ella's Kitchen's® Farmacy is an immersive digital experience grounded in a vibrant rendering of the brand's commitment to the highest-integrity ingredients. We invited visitors on a quest to customize their own Ella's Kitchen® flavor from a remarkable variety of organic ingredients, awakening creativity and educating Millennial moms on the developmental benefits of each individual ingredient while featuring our new remedy-driven products as the hero.
The campaign reception was explosive, earning over 1 million engagements and increasing the brand's share of voice over competitors by 34% within one month of the program launch.
As little ones absorb the world through exploring their curious senses, we excite them about eating well, uniting facts with a childlike sense of wonder, adventure and imagination. At the heart of Ella's Kitchen® is the educational journey that teaches healthy eating habits that last a lifetime, in a manner so simple it's communicated through the lens of a toddler. Ella's Kitchen's® Farmacy fully realizes that idea, fashioning an interactive world that's rooted in the idea that nutritional learning and creative enjoyment can be synonymous.
Through the hands-on learning process that our platform provided, we were able to increase brand awareness while creating consideration for the new products, available exclusively at Target.
While the virtual Farmacy served as a hub for all campaign activity, we generated awareness through paid media on Facebook and Target.com, influencer partners whom created their own concoctions in our virtual apothecary, a UGC component with personalized packaging, and a downloadable coupon at Target.com.
With over 20 million impressions generated from the campaign and a healthy 5% engagement rate, the campaign objectives of awareness and consideration were met. The tremendous increase in share of voice that the brand received, a 34% increase, proved that the campaign effectively drove action and participation from Millennial moms.
The campaign stands as an appeal that is too important to lose in a sea of cranky condescension: that not only should parents teach their little ones to eat well, but that the ensuing education should be a celebration, one to be shared, savored and treasured by parent and child alike.
