Little Dish has launched its first ever major brand-building adverts with Insiders.
The Edinburgh and London agency has come up with a creative OOH, radio and digital campaign to capture and celebrate the reality of mealtimes with young children.
It features the headline claim: ‘Guaranteed to be eaten by kids’ but that comes with some big Terms and Conditions, such as:
‘As long as they can wear their wellies at the table’
‘As long as it is served on the pink plate’
and ‘As long as Dad does his funny dance first.’
“There are so many parents out there who don’t yet know about Little Dish but could benefit from feeding our meals. We shouldn’t be a secret kept just for our loyal following of those in the know. So, I wanted to spread the word and create something that really stood out, grabbed attention and made parents feel good,” said Sophie Giddings, Marketing Director at Little Dish.
“Working with Insiders, they absolutely understood the messy, exhilarating, stressful survival years we all face with young kids – and you can see this reflected in the brilliant campaign. The idea instantly resonated with all of us – celebrating the joy of having kids.
“And by sharing the reality of mealtimes with young children and celebrating the unique qualities they bring to the table, we hope this campaign offers busy parents, and caregivers a moment of light relief when they’re trying to keep all the plates spinning.”
The out of home is bright and colourful, while the radio ads are fronted by author, actress and “Happy Mum, Happy Baby” founder and podcast host, Giovanna Fletcher. The audio ads play on the convention of long T&Cs more familiar to insurance and finance ads.
Insiders was tasked with supporting the brand’s accelerated growth ambitions by bringing to life “exactly how Little Dish stands shoulder to shoulder with burnt-out parents during the survival years and can support them with healthy, fresh food they can trust to help ease the pressures of family life.”
It will be supported by a significant investment in retail media.
“Kids love to keep their parents on their toes – especially at mealtimes – as frustrating as that might be for their frazzled parents. And with this campaign we were able to play with that tension to create something instantly recognisable, understandable and funny,” added Josh Clarricoats, co-founder at Insiders.
“The campaign had to immediately connect with parents – and let them know that Little Dish was absolutely on their side and could offer them a helping hand at mealtimes.
“Little Dish has a huge market opportunity – there are so many more parents of small children who are struggling to balance everything – and being able to have a healthy and quick meal option is something that can make life that bit easier. Having just become a parent
myself, Little Dish is soon to become a staple in my household.”
