Independent creative collective Who Wot Why today unveils a new brand platform and integrated campaign for Ella’s Kitchen, the UK’s #1 baby food brand.
“Tastebuddies for life” embodies Ella’s founding mission, to help little ones fall in love with good food, and champions fruit and veg in that journey of food discovery. The platform repositions the brand with a confident and playful authority, celebrating a joyful, kids-first relationship with naturally tasty food. It highlights how a love of good food, especially fruit and veg, nurtured early on can spark lifelong curiosity, confidence, and connection with what we eat.
The platform springs from a simple truth: a lifelong love of good food starts here. Guided by the insight that only 6% of 1–5 year olds are reaching their recommended 5-a-day. And 1 in 5 children are entering reception overweight or obese*, the campaign celebrates the magical moment when little ones discover new tastes and textures, spotlighting the role of fruit, veg, and naturally tasty food in their diets.
At the heart of the launch is a cinematic film that captures the moment a child is served a spoonful, igniting a lifelong love of good food that lasts all the way through life. The defining moment is emphasised by the epic music track “Also Sprach Zarathustra” — played, like it’s never-been-heard-before in an ad, on a kazoo. The film is an authentic depiction of being simultaneously curious, momentous and childlike.
The work, running across TV, VOD, social and provocative, headline-driven OOH, lands a clear promise: Ella’s Kitchen puts little ones first. It showcases the brand as standing proudly beside parents as partners in helping little ones fall in love with good, naturally tasty food and all of the lifelong experiences that brings – offering real food solutions for real life moments along the way.
The film is directed through RSA, by Toby Dye, who shot the film on a variety of formats to capture the wonder-filled moments throughout the child’s lifelong love of food. The music is by Smith and Elms at Eclectic, who re-orchestrated the powerful classic, and enhanced it with genuine plastic kazoos. The post-production is by 1920VFX and the sound design is by Bark Studios.
Who Wot Why won the task for Ella’s Kitchen following a competitive pitch in June, with a brief to develop its new brand platform around Ella’s founding mission, to help little ones fall in love with good food.
Emma Wood, Campaign Lead at Ella’s Kitchen, said: “Who Wot Why captured our mission, brand and direction with a truly kids-first approach. ‘Tastebuddies for Life’ brings our mission to life – celebrating fruit, veg and naturally tasty food, reflecting our commitment to partnering with parents on their little ones’ foodie journey, and showing how a love of good food from the very beginning can grow into a lifelong friendship.”
Sean Thompson, Co-Founder & Joint CCO at Who Wot Why, added: “Gazillions of kids have grown up loving good food, even broccoli, after tasting Ella’s for the first time. It’s wonderful when a simple product truth has such an impact on so many lives. What’s even better is when this epic moment is magnified, whilst being accompanied by a kazoo”.
*Source: Kantar, Usage Panel, Fruit & Veg Consumption amongst kids aged 1-5 years old, 52 w/e 4th August 2024
Source: Who Wot Why
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