Our client was launching a unique baby food range. Almost all of the products are fortified with DHA (Omega-3) which is a critical nutrient for the normal development of small children's brains, a concept that is certainly 'first-to-market' in Australia. The range has numerous components, from rice cereals and snack bars to bliss balls and pastas.
The product demanded that we make it both attractive and accessible to parents of young children. Using the idiom of children's book illustration, we developed a range focussing on a hand-drawn style of animal face illustrations. Where appropriate, the unique selling point (DHA) is highlighted as a very strong component of the pack.
This has been one of the most successful launches our client has ever had. The shelf impact of a row of faces looking at the consumer is very strong and Bambini has been well received locally. In addition, it has attracted strong international attention and export opportunities (into south east Asia) are currently being pursued.
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