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Meet the Parent Hackers in BETC London's Latest Cow & Gate Campaign

BETC London, 3 months, 2 weeks ago

New campaign features hacks that will help simplify mum and dad’s life

Meet the Parent Hackers in BETC London's Latest Cow & Gate Campaign

Being a parent is wonderful, and there’s nothing more rewarding than seeing your little one become their own unique person. Sometimes we need a bit of help to make our lives with our little ones that little bit easier.

BETC London's latest Cow & Gate Ready-to-Use Follow-on and Growing Up milks campaign features hacks that will help simplify mum and dad’s life, leaving more time for one of the most important things - FUN.

Cow & Gate's range of Ready-to-Use Follow-on and Growing Up milks don't need any mixing, so no more lost time in the kitchen, leaving parents more time for fun with their little one. Whether for an early morning feed with Dad, or while Gran is babysitting, or for a hungry little one when you're on the go, they’re a great parent hack for all sorts of occasions. Created for little ones from 6 months onwards, they don’t need to be refrigerated or warmed before use - they fit in a bag and are ready to go.

Created with BETC London, the ‘Less Fuss, More Fun’ campaign launched on Monday 30 May and just like the Ready-to-Use Follow-on and Growing Up milks, the social campaign aims to simplify parents’ lives by sharing ‘Parent Hacks’ that free up parents’ time for fun with their little one.

How about sticking a sucker shelf to your little one’s high chair to keep wipes handy for messy dinner times? Or instant messaging the babysitter videos of you to help keep the little one happy?

These parent hacks and many more are shared on Cow & Gate’s social channels and website, starring popular mum blogger Laura Byrne and her family. Speaking parent to parent, Laura and her partner Mike share the handy hacks they use while parenting their little Harrison.

“Mike and I are really proud to be part of this fun, smart campaign. Parenting can be tough sometimes, but there are always hacks out there that can help you when you and your little one need it most, so you can spend more quality time together!” says Laura Byrne.

With a lighthearted yet informative narrative, the campaign includes 6:15 films directed by Pulse Film’s Sam Wrench, print and digital executions which will roll out across Laura’s Instagram @Bellesboutique, Cow & Gate’s website, Facebook, and Instagram from the end of May.

Cow & Gate are also launching a competition for parents to share their best #parenthacks on Instagram for the chance to win a prize up to the value of £500, to make life ‘Less fuss, more fun’.

“We wanted to provide a platform for parents to share the tips and tricks that they’ve learnt when bringing up their little ones, and celebrate their expertise. After all, they're the experts,” concludes Rosie Bardales, Executive Creative Director of BETC London.

The campaign can be found on Cow & Gate’s WebsiteFacebook and Instagram.


Senior Brand Manager : Christine Everett

Marketing Director: Emmanuelle Grimbert

Creative Agency

Account Manager: Kate Gibson

TV Producer: Samara Zagnoiev

Executive Creative Director: Rosie Bardales

Business Director : Eve Brill

Senior Copywriter: James Briggs

Senior Art Director: Ciara O'Meara

Digital Production Company

Digital Production: Luke Taylor / David French

Director: Sam Wrench

App/Digital Production: Parent Hacks films