Horizon Organic Means Business for Toddler Parents
Following the success of last year’s 'This Milk Means Business' campaign, Horizon Organic is once again partnering with Duncan Channon to extend the platform, this time turning the spotlight on toddlers to promote its Growing Years product line. Launching across CTV, digital, and social, the latest chapter highlights how little ones live life at full tilt—where even a birthday photo shoot can feel like a red carpet event. It’s all part of showing parents that Growing Years milk is built to keep up, offering steady support during those all-important first five years.
At the centre of the campaign is a new video spot that takes place at a baby’s first birthday party—the age when many children transition to dairy milk. Friends and family snap photos like a pack of paparazzi, turning it into a full-blown VIP moment. Through the lens of playful stardom, we see that life as a toddler icon isn’t always easy—but it is powered by perks, like Growing Years organic milk. In a continuing collaboration, the spot was directed by Pau Dalmases of Pensacola—who also helmed last year’s campaign—capturing the intensity (and hilarity) of early childhood while connecting with parents of 1–5-year-olds looking for high-quality nutrition.
“The transition to cow milk can be so stressful, especially as a first-time parent. Suddenly every decision feels like a big one, and it’s hard to know where to start,” said creative director Jessea Hankins at Duncan Channon. “This spot balances that stress with humour, showing how we, as parents, often imagine toddlers as tiny adults. For Growing Years, we want parents to know that we get it–we understand the whirlwind of these years and are here to make things easier.”
“Toddlers are basically pop stars in the making, and there’s always a paparazzi crew on standby,” said Jessica Wyatt, creative director at Duncan Channon. “This spot really plays with that idea, showing how toddlers navigate their world like they’re walking the red carpet—complete with the chaos, drama, and diva energy, all while reassuring parents that Growing Years gives their little stars the nutrition they need to keep slaying.”
Unlike competing products, Horizon Organic Growing Years was developed with paediatricians. It stands out by including DHA Omega-3, choline and prebiotics, key ingredients that support brain and digestive health. With high levels of vitamin D, calcium, and protein, Growing Years milk is uniquely formulated to help little minds and bodies grow big and strong.
“Parents of young children face an overwhelming number of decisions every day, all while trying to provide the best for their little ones,” said Erica Bardeau, chief marketing officer at Horizon Organic. “Growing Years milk was developed with pediatricians to provide key nutrients during this critical period of growth, making it an easier choice for parents.
