Brand Experience and Activation > Brand Experience & Activation: Sectors

THE HIPP ONEHAND-COOKBOOK

SERVICEPLAN GERMANY, Munich / HIPP / 2019

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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

The HiPP Onehand-Cookbook is a specially developed promotional item, giving parents the chance to easily cook themselves a delicious meal, with HiPP baby food as the basic ingredient, while holding their baby in their arms. This way, we not only turned parents into a new consumer group for HiPP jars. They also experienced our product in a completely new way, being able to enjoy the healthy and tasty variations themselves.

Background

Babies love being in mummy’s or daddy’s arms. As a result, parents have to do a lot with one hand, like paying with one hand, opening doors with one hand etc. But there are some tasks which simply can’t be performed with one hand: like cooking, for example.

Describe the creative idea

Being Germany’s No. 1 in baby food, HiPP knows this kind of problem like no other brand and therefore also helps like no other brand: with the HiPP Onehand-Cookbook. A cookbook with healthy and yummy recipes for parents, which, thanks to HiPP baby food as a basic ingredient, can be prepared with only one hand. This way, babies are always in their parents’ arms and mummy or daddy can have a delicious meal.

Describe the strategy

HiPP is one of Germany’s most trusted brands and the No. 1 in baby food. Our goal is to understand young parents and their daily life better than any other brand. Therefore, we identified the insight that parents can do a lot with one hand but often struggle when it comes to preparing food for themselves while taking care of their baby. Based on this insight we created the Onehand-Cookbook as a unique promotional item, giving parents the chance to enjoy an easy to prepare, yet healthy and delicious meal and still hold their baby in their arms.

Describe the execution

The Onehand-Cookbook consists of 16 lovingly created and playfully illustrated recipes. The illustrations feature strong colours and bold yet harmonious shapes. They are a new interpretation of the design of the HiPP logo, which was developed during the 70s in New York by packaging design pioneer and founder of Industrial Designers Institute of America, Frank Gianninoto. In addition, we developed the unique Onehand-Cuttingboard, making it possible to complete tasks like cutting, peeling or opening the HiPP jars with only one hand. Besides, it serves to hold the recipe cards.

List the results

The Onehand-Cookbook was created as a limited-edition promotional item with only 500 pieces produced. It was sold via a cooperation with German premium cookware manufacturer WMF in 37 flagship stores and through the HiPP Baby Club, the HiPP community with more than 1.5 million members. The result: not only did we sell all 500 pieces within the first 2 weeks, we also turned parents into a new consumer group for our HiPP jars, which led to many happy babies and even happier parents.

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