LOVE BY BABIES, CRAVED BY PARENTS

- HEINZ

Heinz is already known as a love brand, the kind that inspires irrational devotion — like tattooing the logo on your body or refusing to eat fries without ketchup. But that love hadn’t quite extended to the baby food aisle. That’s when the question came up: what does irrational love look like in the world of baby food?

Through research and social listening, we uncovered a delicious and hilarious truth: parents were stealing Heinz purées from their own babies. Memes, confessions, and social media “caught-in-the-act” posts revealed that the truest irrational love might just be sneaking bites from your child’s food. That insight sparked a new platform: Loved by Babies. Craved by Parents.

We launched a digital campaign with three films that flipped the script. Instead of babies sneaking snacks, it was parents getting caught mid-swipe, mouths full and faces guilty. The campaign extended to social with Secret Snack Spots, inviting followers to share their favorite hiding places for sneaking baby purée.

The results were outstanding: 81% video completion rate, a 47.3% increase in social impressions, and over 884K views.

Agency: Atlantic New York
Partner & Managing Director: Suzanne Barbosa
Co-Founder & CCO’s: Joao Coutinho/ Marco Pupo
Art Director: Gabriela Franca/ Isabele Ramos
Copywriter: Aaron Omar Baker/ Emily Sonoki
Motion Designer: Fernando Vital
Group Account Director: Kellee Higgins