Bobovita New Positioning Campaign

Bobovita is one of the key players in baby food category. Delivering nutrional and healthy products throughout years reach top 2 position in Poland.

The biggest challenge in the category is to reach minds of mothers who are extremely cautious about what and how their babies eat. They look for products that will be the basis of balanced growth and happy childhood. We discovered is that all brands use the same narrative to draw mothers attention, including Bobovita. Brand owners decided it is time to search for own voice and a way distinguish yourself.

We chose naturalness as a unique quality we want to bring into the market. By showcasing how mothers caring about her baby is something completely natural and essential to bring out the best in this relationship we moved peoples mind towards the ingredients list. Witn this new approach we decided to test the concepts at focus group research.

Risky move has paid off. People liked the new natural way idea and that allowed us to launch new positioning 360 campaign. The main asset became a TV copy containing a story of a family enjoying time in the garden with baby and a puppy.

Supported with the brands new visual identity and in-store visibility the story build around naturalness set Bobovitas pathway to refreshing new image.

Key Responsibilities

The introduction came along with a new product design that completely changed the way the product will be perceived in upcoming years. BTL Adaptation The brand team decided to implement the visual aspects of the new design and TV copy into a POS materials in stores in all MT and TT chains.