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Ella's Kitchen: Don't Play With Food


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Ella's Kitchen, the UK's best-selling baby food brand, has launched a new marketing campaign that rejects the age-old, outdated belief that kids shouldn't play with their food. Eat, Play, Love, from creative agency Havas London, argues that by encouraging babies and toddlers to experience food with all of their senses from a young age, it establishes the foundations of a love of good food for life. The new brand campaign – its first since 2018 – coincides with Ella's Kitchen calling on the UK Government to implement the National Food Strategy recommendation of amending the early years curriculum (Early Years Foundation Stage) to include sensory food education as an early learning goal. Despite this, research for Ella’s Kitchen has found two-thirds of parents (62%) still tell their little ones not to play with food, while a third (27%) think it isn’t good behaviour. That’s why Eat, Play, Love aims to educate parents on the long-term benefits of disregarding conventional wisdom to allow their children to play with their food. The campaign centres around a new film, which runs from today on VOD and social media. In it, a group of babies and toddlers run, walk and crawl toward an installation made of colourful fruit and vegetables, only to be stopped in their tracks by the message it conveys: DON’T PLAY WITH FOOD. Thankfully, they’re below reading age – and there are no adults around to stop them. Forging ahead and clearly in their element, they devour the food by squeezing, playing with, and eating it, until the ‘DON’T’ has been transformed into a ‘DO’ – an altogether healthier message. An accompanying voiceover states: ‘When mealtime is playtime, love for food lasts a lifetime’.
Credits Other credits

Client

Marketing Director, Ella’s Kitchen: Celia Pearman

Senior Communications Manager, Ella’s Kitchen: Angie Turner

Senior Brand Manager, Ella’s Kitchen: Georgie Morgan

Agency

Account team: Hollie Loxley (Managing Partner), Andrew Symonds (Account Director), Lily Rocker (Account Manager)

Agency Assistant Producer (film): Ella Myerscough-McClymont

Agency producer (digital): Evie Ungemuth

Executive Strategy Director: Britt Iversen

Senior Strategist: Kerrie Boyes

Media agency: Havas Media

Media planning team: Andrew Darby, Emma Castledine, Hannah Richards

Production

Offline Post Production Producer: Tom Lacey

Offline Editor: Dfran Difrancesco

Audio Post

Audio Post Production: Offline Audio

Audio Producer: Sam Brock

Sound Engineer: Rick Morris

Online Post

Online Post Production: Absolute and Framestore

Executive Producer (Absolute): Jenna Le Noury

Senior Producer (Absolute): Rosanne Crisp

Production Assistant (Absolute): Yasmin Tilly

Flame Artist: Milo Paterson and Joseph Tang

Colourist: Stef Perry

Soundtrack

Soundtrack composers: Hugh Goldsmith and Paul Visser

Soundtrack Produced by: GOLDCRUSH

Music

Music Label: Hotspring Music

Music Supervisor: George O’Brien

Narrator: Charlotte East with Just Voices

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