THIS IS REAL FOOD FOR BABIES Increasingly, millennial moms were avoiding the baby food aisles, choosing to make food for their babies at home. Homemade food had become Beech-Nut’s biggest competitor. We created a narrative that rejected factory baby food by embracing homemade. On all channels — broadcast, print, digital, social, outdoor — we told Beech Nut’s real food story. • Increased Facebook followers from 25k to 350k in under 3 months with an engagement rate 500% above average • Monthly website traffic increased by 205% Channels: Broadcast | Print | Digital | Social | OOH Media: Creativity Top 20 Awards: Telly | Caples: Finalist Production: RadicalMedia | Andrew Becker Editorial: Outpost Digital | Jesse Overman Photographer: Craig Cutler