Cannes Lions

INFANT FOOD

OGILVYONE WORLDWIDE, Milan / NESTLE / 2005

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Overview

Description

We developed a communication plan set out in five steps.After the first stage of recruitment and presentation of the programme (invitation to register via a profile questionnaire mailing), four steps are centred on the various phases of child growth defined by Nestlé’s "Step by Step Nutrition Plan" (phase 1 – from 4 months old; phase 2 - from 6 months; phase 3 – from 8 months; phase 4 – from 1 year). Each step includes a relevant kit of charts and schedules, to keep in a special notebook (included in the mailing) and the chart for the subsequent step – with additional information and offers from other major firms in the same sector. Recruitment is ongoing, each month new mothers with 0-2 month-old babies are contacted.

Outcome

The programme is still underway so results are not yet available. The performance measured by the target's level of satisfaction for the initiative and the redemption rate obtained by the first mailing are in line with the objectives set out by the client.

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