“We are excited about the awareness and trial opportunities that the venture with iChild has opened up to us.”

HiPP Organic has partnered with Family & Education / iChild, to develop a new sampling and education initiative, the ‘HiPP Organic Nursery Club’. The objectives were to ensure the HiPP brand is top of mind for parents when their baby is ready to start weaning, and was aimed at encouraging trial and purchase for its range of weaning products. Plus, to provide much needed weaning resources for nursery managers.

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1,500 nurseries opted in to take part in the first year, and they received weaning goody bags to hand to parents with young babies. The goody bags contained a step-by-step weaning chart, a HiPP Organic range leaflet and coupon, plus a HiPP Organic 100g pouch, spoon and bib. Nurseries also received colourful display material for their baby room, including weaning information posters.

After a successful first year, the initiative is now being rolled out to an additional 1,500 nurseries across the UK, doubling the size and reach of the initiative.

“We are excited about the awareness and trial opportunities that the venture with iChild has opened up to us. Research shows that parents are already seeking advice from nursery managers about weaning, so the venture with iChild is a natural fit. We look forward to seeing an uplift through this exciting partnership and driving strong consumer engagement and loyalty with mums.”
John Allaway, General Manager, HiPP Organic

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