THIS IS REAL FOOD FOR BABIES With a noticeable shift in consumer behavior, millennial moms were increasingly opting to prepare food for their babies at home, bypassing the baby food aisles. Homemade food had become Beech-Nut's biggest competitor. We created a narrative that rejected factory-made baby food by embracing homemade and telling Beech Nut’s real food story across all channels—broadcast, print, digital, social, and outdoor. • Increased Facebook followers from 25k to 350k in under three 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 Awards | Caples Awards: Finalist Production: RadicalMedia | Andrew Becker Editorial: Outpost Digital | Jesse Overman Photographer: Craig Cutler