Gerber to launch healthy diet campaign with 'baby shower'

Share this content:

Nestlé baby food brand Gerber will introduce an integrated marketing campaign promoting healthy eating for children with a national “baby shower” on May 15. The "Gerber Generation" campaign, created by Draftfcb New York, includes social media, online ads, direct mail, print, TV and event marketing.

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.

Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here