Organix Campaign Highlights the Importance of Variety in Raising Happy, Healthy Eaters

Organic baby and toddler food brand Organix has revealed a fully integrated campaign to launch the ‘The Organix A-Z of Great Food’; a new content programme that gives parents a fun way to introduce their little ones to a wide range of nutritiously delicious flavours and textures. The campaign was created by The Ninety-Niners, with PR and influencer activation by The Fourth Angel and media planning and buying by VCCP Media.

At the heart of the programme is a fun A-Z style wall chart containing 26 foods and flavours, carefully chosen by nutritionists, for parents to introduce to their little ones. To help them, Organix has also developed a range of helpful content, including age-appropriate recipes and serving suggestions, which can be found on their website hub.

Following specially commissioned YouGov research, which showed that fewer than 25% of under 5’s eat more than 3 types of fruit and veg each day, the expert nutritionists at Organix were tasked with developing an A-Z of healthy, nutritious and sustainable foods from 6 months onwards. From favourite fruits to challenging vegetables, bitter tastes to unusual textures, the foods and flavours that make up the Organix A-Z of Great Food were carefully selected to spark babies’, toddlers’ and kids’ love of great food.

Mandy Bobrowski, Marketing Director at Organix, said “Early experiences have a big impact on children’s future relationship with food. In fact, there is a ‘flavour window’ between 6 months and 18 months when little ones are most open to discovering new things to eat, after which they may develop an aversion to unfamiliar foods. So, it’s really important to introduce a wide variety of healthy foods, with different flavours and textures, from the start.”

The integrated campaign launching the A-Z includes a range of digital advertising and content across Meta, TikTok and YouTube, featuring the foods from the A-Z in Rube Goldberg style stopframe animations. The animation style builds on the distinctive new brand campaign created by The Ninety-Niners last year, bringing more joy to the category and extending Organix’s appeal to all parents of kids from 6 months to 6 years.

PR will lead with a targeted influencer programme, working with six leading parent influencers including ‘Mealtime with Mummy’ and ‘Healthy Living James’ as well as a series of small media briefing events with Organix’s leading expert nutritionists.

Radio activity with Bauer and Global includes a partnership with brand new podcast ‘The Overshare’ with Gemma Atkinson, as well a competition and advertising on Heart FM. Media partnerships with baby and toddler magazines such as Emma’s Diary, Mums & Tots, and Baby Magazine together with sampling at baby shows, festivals and toddler activity classes have also been arranged to put over 300,000 printed wallcharts into parents’ hands.

Ant Hopper, Founder of The Ninety-Niners, said “This is the next expression of our new brand idea for Organix, Spark Their Love of Great Food. We want every child to be inspired to try more flavours and textures and grow up loving great food, and this campaign helps parents through the sometimes difficult journey of introducing new foods.”

Tania Littlehales, head of consultancy at The Fourth Angel commented: “Organix is such an incredible brand to work with and the A-Z of Great Food is a wonderful way to really celebrate the work of their expert team of nutritionists. This is a genuinely fully integrated initiative that will reach consumers at all levels and help spark the love of great food from the earliest age.”

Jo Tyrell, client partner at VCCP Media said: ‘'We have loved working with Organix on the fantastic A-Z campaign. The integrated, multi-channel media plan has social at its core, focusing on engaging parents with genuinely useful (and fun!) content, supporting their journey through weaning and beyond."