I worked with Ella’s Kitchen as Creative Director and Brand Guardian across multiple years, first leading the account at Havas and later working directly with the Ella’s Kitchen marketing team. From award-winning behaviour-change campaigns to website content, social communications and product launches, the work focused on translating complex nutritional guidance into simple, memorable messages that parents could easily understand and act upon. The work spanned TV, cinema, social, web and shopper communications.
Veg For Victory: An award-winning behaviour-change campaign encouraging parents to introduce vegetables during weaning. I translated complex nutritional guidance into simple, memorable communications for parents. With a limited production budget, I wrote and directed the films myself. The campaign helped influence NHS weaning guidance and won an IPA effectiveness award.
Campaign Films
Campaign Posters
Campaign Impact
By translating complex nutritional guidance into a simple idea, ‘Veg For Victory’ generated national media attention, support from MPs and Jamie Oliver, and over two thousand parents sharing their experiences online with #vegforvictory.
It also won an IPA effectiveness award for Best Campaign with a small budget. Most importantly however, Veg For Victory helped influence a change in NHS Start4Life guidance, which now recommends a vegetable-first approach to weaning.