Gerber has planned the campaign as an extension of the “Start Healthy, Stay Healthy” brand positioning that it launched last year.
The brand will use the campaign to introduce a packaging line promoting its ingredients' nutritional value. Gerber designed the packages with color-coded milestone symbols to highlight how its ingredients support development stages. The ads will reflect the packaging's color scheme by using images of children coloring.
To launch the effort, Gerber will throw 1,001 baby showers across the country in partnership with House Party, a company that connects consumers with brands for sponsored parties. Party hosts will use Gerber-branded materials and games to educate other mothers about baby nutrition.
The campaign is set to follow last year's “Start healthy, stay healthy pledge” campaign, in which the brand encouraged parents to promise to give children a nutritious diet at Gerber.com/pledge. Consumers could share their pledges on social networks through a widget. In the first three months of the campaign, 27,000 parents pledged online.
Representatives from Gerber and Draftfcb could not be immediately reached for comment.