Target group perspective as a unique perspective

The market for baby food is dominated by large, established players who position themselves either through scientific expertise or naturalness. Communication often follows established patterns: either simplified solutions to supposedly simple problems are presented or the brand's superior expertise is emphasized. Little attention is paid to the real challenges and emotions of young parents.

Authenticity as an expression of self-image

The campaign deliberately breaks with these conventions and focuses on a central insight: Parenting is a complex process of growing together — for the baby, the parents and the family as a whole. The new claim “grow together” succinctly sums up this multi-dimensionality and is emotionally charged in the campaign through authentic snapshots from everyday family life.

Creative implementation as a real eye-catcher

Instead of perfectly staged family idyll, the campaign shows real, unfiltered moments: from the exhaustion of young parents to “party time” with the baby at night to small triumphs of everyday life. The visual language is deliberately documentary, supported by warm, natural colors. Headlines such as “Shh, I grow beyond myself” address both the physical growth of the child and the personal development of the parents.

Specialized media planning for precise target group reach

In order to reach the very top target group precisely, digital formats were used in media planning. In KB&B's “Handpicked Approach”, attention-grabbing video formats were chosen in particular in order to be able to convey the emotional message of the campaign. In particular, YouTube, social media platforms and programmatic deals were used, with strict whitelists in order to be able to guarantee brand safety at all times. The online campaign was supplemented by postcards of selected campaign motifs, which were exclusively displayed in waiting rooms in pediatric and gynecologists' practices.

‍

conclusion

In a market dominated by distanced authorities and experts, Humana dares to take a different path: The brand presents itself as an understanding companion on equal footing, who acknowledges the complexity and sometimes the harshness of parenthood. This honest approach creates an emotional connection to the target group and clearly differentiates Humana from the competition. View-through rates and completed views well above the original forecasts show how well the campaign was received by the target audience.

‍