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Abbott Nutrition

PaediaSure Shake - integrated campaign.

Keep your fussy eater awesome.

Challenge

83% of parents experience a ‘fussy-eating’ phase with their children, which can be extremely stressful and worrying. Fortunately, PaediaSure Shake, created by global pharmaceutical company Abbott Nutrition, is an easy way to get essential vitamins and minerals into kids during this tricky period.

After securing a listing in Boots, PaediaSure Shake now needed to dramatically raise product awareness to ensure they maintained this in-store presence.

Idea

Following an insight that mums only want what’s best for their kids, we created an emotive and positive campaign that showed happy kids using their imaginations to have loads of fun. Effectively navigating pharmaceutical restrictions, the campaign ran across multiple channels, from TV, print and digital ads to website and point of sale.

Play

Impact

The campaign improved brand engagement and kept PaediaSure Shake on the shelves in Boots. Not only that, it was key in getting it listed in Asda and Ocado too.

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