Danone Aptawelt Celebrates Mother's Day with a Love Story That's Never Been Told

Unlimited Group today launches an innovative social campaign for Aptawelt – the German CRM programme for Danone infant nutrition brand Aptamil. 

The love between a baby and parent doesn’t just feel good. The latest science reveals it is, in fact, critical to a child’s long-term physical, mental and social development. Following on from their hugely successful Valentine’s Day campaign, Aptawelt’s Mother’s Day (Sunday 14th May in Germany) activity further explores the many ways love influences a baby’s future health. 

It also gives parents the chance to win a limited edition personalised copy of ‘The Love Story that’s never been told’ – especially written and illustrated for Aptawelt by award-winning children’s author, Viviane Schwarz – to share with their baby.

The competition launched on Facebook on 5th May and the 50 winners announced before Mother’s Day (in Germany). On Mother’s Day itself (Sunday, 14th May) a Facebook Canvas will also offer a digital version of the book for everyone to enjoy reading with their little one. 

The activity leads to the Aptawelt.de landing page, which explains in more depth the incredible power of parental love and the influence it has on a baby’s strength, compassion, security, confidence and future health.

Unlimited Group Creative Director, Ian Bates added: “This Mother’s Day activity is the latest chapter in Aptawelt’s Mum Meets Science brand platform. Everyone knows that love feels good, but the scientific evidence shows that it does an enormous amount of good too. Our brief was to demonstrate this surprising fact to Mums in an engaging and charming way. By offering a unique personalised book to read to her little one, we both reveal the science to mum and give her a way to pass on the benefits of love to her baby.”