HiPP Organic has entered into exciting new partnerships with iChild and Bounty to ensure its brand is top of mind for parents when their baby is ready to start weaning, aimed at encouraging trial and driving consumer loyalty for its weaning products.
HiPP Organic is partnering with iChild to develop weaning support and advice for childcare professionals and new parents. Through iChild's network, 1,500 nurseries have opted in to join the HiPP Organic Nursery Club. The nurseries will be receiving weaning goody bags to hand to parents looking for advice and support when they think their baby is ready to start weaning. The goody bags contain a step-by-step weaning chart, a HiPP Organic range leaflet and coupon, plus a HiPP Organic 100g savoury pouch spoon and bib. Nurseries will also receive colourful posters for their baby room.
A microsite has also been created to support the activity which provides weaning advice and resources to childcare professionals and parents. In addition to the 1,500 participating nurseries, this will also be promoted to iChild’s wider membership of childminders, childcare professionals and parents.
Through this deal and supporting activity, HiPP Organic aims to create strong advocates amongst key nursery workers and childminders in order to reach its target audience of parents with babies of weaning age.
John Allaway, General Manager for HiPP Organic, says: “We are excited about the awareness and trial opportunities that the ventures with iChild and Bounty will open up to us.
“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 of these exciting partnerships and driving strong consumer engagement and loyalty with mums.”