Together with Organix
How could mums persuade mums to skip junk food?
Seeking healthy, tasty food for your baby without compromising on convenience? Organix turned this vision into reality! Together, we ensured the seamless implementation of the proposition well before the market launch.
Crafting convincing messaging hierarchies
Specializing in organic baby and toddler food, Organix embarked on crafting a 'No Junk' proposition, emphasizing pure ingredients. Seeking support for its implementation before the market launch, we asked: What messaging hierarchies would most effectively persuade moms to choose Organix?
Selecting for advocacy
We initiated by mapping the customer experience, creating a panel of innovators. Then we selected moms with babies between 6 and 18 months old who are used to shopping at Albert Heijn, a leading chain of supermarkets in the Netherlands. To get them to try, enjoy, and recommend the brand to other moms, we created an engagement journey on a digital validation platform.
Building a group of ambassadors
Willing moms received a trial package with sample products, and through the engagement journey on our digital platform, we co-created and learned what was important to them. Also, we identified the most convincing messaging hierarchy and received user-generated content (such as quotes and photos of babies with the products). This content served as evidence to convince other moms. In this way, just before the market launch, we built a group of ambassadors.