APPLAUSE FOR PARENTS NESTLE
How we supported parents and presented the topic of healthy habits in everyday life with the “Applause for Parenthood Champions” campaign for Nestlé.
We developed communication for Nestlé that focused on parents and praised them for their day-to-day efforts, patience and creativity. Through the “Applause for Parenthood Champions” campaign, we built an emotional and beneficial platform, turning the topic of children’s diet and healthy habits from the expert language to familiar, warm and applicable communication.
Challenge
We based our approach on the notion of praising parents, as well as on providing concrete inspiration. Through the “Applause for Parenthood Champions” campaign, we built a narrative presenting parenting efforts not as an idealised picture, but as a daily range of small victories, attempts, patience and creative solutions.
We linked communication with content of actual benefit for audience, including the “Eat Healthy Cookbook for All Senses”, with nutritive food recipes presented in a creative and appealing manner to children. As a result, we turned a brand message into a specific tool that can be inspiration in everyday life.
This approach enabled us to combine several important goals on one platform:
- + Emotional support to parents - appraisal and understanding for daily challenges
- + Accessible communication about food – simplification of the topic of healthy diet through a less formal approach
- + Relevant digital formats – building beneficial and engaging communication via digital channels
- + Brand that understands consumers – positioning of Nestlé as a partner in parents’ real life
Solution
We based our approach on a simple, yet strong idea: inviting audience to take figurines and their small works of art from the Munch foil and share them on social media in the form of photos and video content.
In order to make room for such interaction, we created five stop-motion animations from the items made from the Munchmallow foil. This format enabled us to demonstrate how a common part of packaging could become a source of playing and creativity in a visually compelling, entertaining and completely natural manner for the brand.
Thus, we combined several important goals into one idea:
- + Reactivation of brand ritual – reminding audience of a unique moment related to the brand
- + Entertaining and imaginative dimension – highlighting creative potential of product
- + Room created for UGC – encouraging users to create and share content
- + Active participation of audience – engagement of users through their own campaign interpretations
The power of the campaign was in the fact that it did not attempt to impose new behaviour, but to highlight what was authentic, distinguished and emotionally close to audience from the existing brand experience.
Results
- + Clear communication platform – campaign built around the “Applause for Parenthood Champions” concept
- + Balance between emotion and benefit – linking an emotional message with practical content about diet
- + Elaboration via additional content – activation through the “Eat Healthy Cookbook for All Senses”
- + Extended campaign lifecycle – continuous presence through digital formats and content for parents
Conclusion
Through the “Applause for Parenthood Champions” campaign, we demonstrated that strong communication was created when a brand recognised real life of its audience and addressed them with understanding, rather than just with a message. By combining emotional support and practically beneficial content, we helped the important topic of children’s diet become more familiar, warmer and more relevant.