Get heard… above the herd

Planet Hollywood Cobram Estate Branston Babylicious Sunsweet
Wrapid New Zealand


Client: Babylicious, UK

Campaign Overview: Publicity campaign to promote the UK’s first frozen baby food

The UK’s first frozen baby food manufacturer needed PR on a number of levels to support the brands entry into the grocery market.

The campaign primarily focused on raising brand awareness within parenting and baby publications such as Practical Parenting and Mother and Baby. This was done through a series of product trials to build trust in the product.

The second objective was to build the profile of Babylicious founder and Managing Director, Sally Preston. This was done by focusing on both business media and women’s magazines to generate features on the personality behind the brand.

Finally, a more tactical approach was required to assist in driving retail sales through support in regional newspapers in the localities where Babylicious was being stocked.

The Babylicious brand has become so successful that the company has since introduced a product for older children - Kiddylicious.