Milupa Milumil is a strong brand, with 90 years of heritage on research and innovation. But in Romania, other competitors are more prominent, so Milupa was losing some ground. Their core message “Happiness starts in the tummy” was not winning mothers’ hearts.
We were able to pinpoint the problem during a design-thinking process that we conducted. Our interviews and empathy maps unveiled a strong insight: they feel that they are the only ones that truly understand their baby's needs and wants.
Our campaign was simply named #MOMKNOWS and it was built on two micro-moments of great importance: first steps and first teeth. The campaign included multiple digital executions, as well as a new website with educational materials and, moms’ favorite – baby food menus.