Cow & Gate have been in the business of feeding babies for over 100 years. However, the needs of parents and babies has changed radically during that time, and there was a need to refresh the brand with a more modern point of view. At a time when our target audience are turning away from ‘helicopter’ styles of parenting, Cow & Gate are in an ideal position to support a more instinctive approach.
Cow & Gate believe that happiness lies in following your instincts and letting little ones grow at their own pace. When other brands are all vying to give parenting advice, Cow & Gate want to keep it simple in supporting parents who want to bring up happy babies, by doing what comes naturally to them. Which often looks like playing together in a park (followed by a light snack). What could be more natural than that? So we decided to position babies like the wild animals they are, with the need to roam free and explore.
This campaign is the first stage of a broader brand refresh which will reinforce Cow & Gate’s natural credentials, and will also include a packaging redesign and new website. The initial activity will also include digital advertising focusing on the product credentials, delivering a host of messages targeted to different mums - all tailored to their child’s natural needs at the stage of their development.