Unlike anything else in the category, Dr. Praeger’s Littles are helping Millennial moms get their Gen-Alpha kids to eat their veggies. In a series of short social videos, now running on Instagram, TikTok, Facebook, and Pinterest, grammar school students recount insufferable, embarrassing moments endured over the course of their long, hard days - and cope with a tasty, satisfying plate of Littles.

Dr. Praeger’s Littles are frozen veggie snacks and are made in fun shapes like stars, dinosaurs, and teddy bears, have veggies as the first ingredient, are easy to make, and bursting with flavour.

“The whole thing pokes fun at the powerlessness of childhood with the same relatable tone as adults stuck under the thumb of middle management,” said George Decker, Deutsch NY’s ECD on the business. “We’ll never make dealing with the pointless rules of childhood any easier, but we can soften the blow with some great tasting veggies.”

“Consumers everywhere are looking for healthier, easy to prepare foods - what’s unique about our veggie-forward offerings are that kids really love the taste and that makes parents’ jobs a whole lot easier,” noted Andy Reichgut, chief executive officer of Dr. Praeger’s Sensible Foods. “Deutsch NY’s work is entertaining, engaging and so relatable – we loved this idea from the minute we saw it and we’re sure it will drive both awareness and trial.”

Deutsch NY also handles media planning and buying for the Dr. Praeger’s brand. The 'A Little Joy for A Long Childhood' campaign began appearing across social channels on May 15th, 2023.