I worked with Ella’s Kitchen as Creative Director across multiple years. First leading the account at Havas and later working directly with the marketing team. Over the years I created award-winning behaviour-change campaigns, website content, social comms and product launches.
Veg For Victory was an award-winning behaviour-change campaign I am particularly proud of, which encouraged parents to introduce vegetables during weaning. I translated complex nutritional guidance into simple, memorable messages for new parents. With a limited production budget, I wrote and directed the films myself.
Campaign Posters
Campaign Impact
The campaign generated national media attention, support from MPs and Jamie Oliver, and 8,000+ organic social posts, including more than 2,000 parents sharing their own #vegforvictory experiences.
It also won an IPA effectiveness award for best campaign with a small budget. Most importantly it helped influence a change in the NHS Start4Life guidance, which now recommends a vegetable-first approach to weaning, hopefully giving a generation of kids a lifelong love of vegetables.