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CPM helps Babylicious to strategic Asda gains with Yummy Mummies

Field marketing agency CPM is operating a three-pronged campaign to promote the frozen baby food and toddler meal brands of Babylicious and Kiddylicious in 20 ASDA store areas nationwide.

Each store will see a nine-week cycle of activity including active selling, community events and social media amplification, orchestrated by a specially-picked and trained team of Yummy Mummy brand ambassadors.

The activity follows last year’s 10-week trial in six of ASDA’s top baby food selling stores – designed to gauge the impact of locating a freezer unit at the end of the baby food aisle instead of within the conventional freezer aisles.  The 2010 campaign exceeded sales targets by 5%, which replicated over 100 stores would have represented £1.5m in incremental sales.

Such has been ASDA’s confidence in the new brands of freshly frozen baby and toddler meals that it has taken the unprecedented step of investing in 20 new freezer units, which are located at the end of the ambient baby food aisle.  ASDA  is the first UK supermarket to introduce special freezers to the baby aisle.

The integrated campaign has been devised by CPM’s specialist a.i.r. (activation in retail) division, which combines experience of the retail landscape with accumulated customer insights to develop  retail marketing strategies specifically tailored for each client brand.

For the Babylicious Taste Matters campaign, each store has an assigned Yummy Mummy brand ambassador, who is actively selling and  sharing information from mum to mums  in-store each week.  Every other week she is attending a community event, or visiting a local nursery or Mother-and Toddler group to engage with parents and grandparents, and distribute leaflets and money-off coupons.

Amplifying the face-to-face activity is a multi-tiered social media campaign.  The Yummy Mummies have been trained to spread the word about their presence at the ASDA stores and community events via a range of relevant websites including  Facebook.

CPM’s senior account manager Sarah Stead says: “Recruitment of the right profile of brand ambassador has been crucial, and each of our 20 Yummy Mummies  not only has a young child or  children of  her own, but is taking them along to the Babylicious tasting events that she  organises and hosts in her local area.  We have also given them guidelines on social media amplification to drive attendance at the events and store promotions.  The campaign is effectively creating a bridge between field and online marketing, allowing Babylicious to maximise the investment it has made into finding the right people for this campaign.”

Core to the marketing activity is communicating the correct messages to other mums about the Babylicious offering – which brings together the convenience frozen baby and toddler meals, with the real taste of home-made food.

Created by food scientist Sally Preston, Babylicious and Kiddylicious contain only good quality kitchen cupboard ingredients   – with no additives or added salt or sugar.  Just as mums do at home, these are gently cooked and immediately frozen to lock in the flavour and nutrients.

Sally Preston says: “Research shows it is very important that babies eat a wide variety of tasty meals  from the very first mouthful.  Giving infants a wide variety of different foods with natural flavours and textures will help them develop positive eating habits in later life so they grow up to less fussy eaters, enjoy a diverse range of foods and less likely to be obese in later life.

“Every one of our brand ambassadors has tasted Babylicious and Kiddylicious and has been delighted it taste just like home made! They are targeted to get mums in their area to try it too, to see for themselves how good it tastes.  This is real mums sharing a product that they believe in, something that makes their busy lives a bit easier.”

The integrated campaign began on 5 June and continues until early August.  It represents the final  stage of a strategy to see Babylicious and Kiddylicious stocked in every ASDA nationwide

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