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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Muru Baby Opens World’s First Michelin-Level Restaurant for Babies

12/03/2024
Advertising Agency
Helsinki, Finland
299
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The campaign was created with Folk Finland

Finnish baby food manufacturer Muru Baby opens world’s first Michelin-level restaurant specifically tailored for a young target audience. The mastermind behind the project is Michelin chef and founder of Muru Baby, Henri Alén, who also serves as head chef. 

The restaurant rolled out a high quality three-course menu based on Muru Baby products, tailor-made for babies and toddlers from six months up to three years old. Needless to say, the parents weren’t forgotten; the grown-up menu consisted of a ham sandwich and coffee.

Muru Baby Restaurant breaks traditional fine dining conventions not only in terms of target group, but the whole experience: from entry onwards, babies are provided with the same level of attention and service that grown-ups are used to getting at a similar establishment. The interior design, the cloakroom (i.e. stroller parking), the choice of music, the serving style and the table setting are all designed to match the needs of children.

“Usually, babies have no business being at a fine dining restaurant. I think it’s fun to turn this upside down – here, babies are our top customers, while the parents just happen to be joining them.” said Henri Alén, Michelin and baby food chef.


With the restaurant, Muru Baby wants to change public opinion about the full potential of baby food both in taste and presentation, as studies suggest up to 95% of parents wouldn’t eat what they serve their babies. 

“It's extremely important to experience delicious and authentic flavours, textures and colours from an early age in order to make eating out a positive, high-quality experience. I think it's also important from a public health point of view." said Henri Alén, Michelin and baby food chef.

Muru Baby is a Finnish challenger brand in the baby food category. At its core is the belief that babies, just like everyone else, deserve delicious food made from quality ingredients.

Credits
Brand
Agency / Creative
Work from Folk Finland
Case film
Muru Baby
12/03/2024
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