Hipp Organic has announced two sampling campaigns that it said would between them reach more than 437,500 parents.
The babyfood brand has partnered with Bounty Parenting Club as its exclusive weaning partner in the club’s Growing Family Pack. As part of a three-year deal, Hipp Organic will provide a sample of two 100g pouches in each pack, which can be collected at Boots, Asda and Superdrug. The packs are available to more than 400,000 parents between now and the end of 2016 - covering about 60% of the target audience.
In the second initiative, Hipp is working with online education resource iChild to develop weaning support and advice for childcare professionals and new parents. As part of this, 1,500 nurseries have signed up as members of the Hipp Organic Nursery Club, and will receive goody bags to hand out to parents looking for weaning advice. The bags will contain a 100g savoury pouch and Hipp Organic coupon, plus a step-by-step weaning chart, spoon and bib. Hipp said it expected to reach 37,500 parents through the partnership.
“We are excited about the awareness and trial opportunities that the ventures with Bounty and iChild will open up to us,” said GM John Allaway. “Prior to 2010, we sampled a 125g fruit jar with Bounty for many years and as a result this product sold 60% more units per annum than any other fruit jar in the range. At the time, it also increased our prompted awareness to 98%.
“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 similar uplifts through both these exciting partnerships and driving strong consumer engagement and loyalty with mums.”
Hipp Organic is the UK’s second-biggest brand in wet babyfood behind Ella’s Kitchen. The brand’s volumes were down 7% this year, but a rise in its average price pushed up value sales 3% to £36.4m [Nielsen 52w/e 10 October 2015]. In September, Hipp expanded its range with its first desserts for toddlers aged 15+ months.
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