Demonstrating a strong evidence base and the brand’s credibility, we worked closely with Ella’s Kitchen and the British Nutrition Foundation to design and execute a roundtable event to provide a forum for a productive, interdisciplinary discussion with industry experts, on the topic of weaning with vegetables first.

A peer-reviewed consensus report was produced as a result of the roundtable, highlighting the benefits of vegetable led weaning and demonstrating interdisciplinary expert support for this approach. This was then distilled into an accessible ‘Greener Paper’ for wider audiences, thus expanding the reach of the campaign’s messaging.

Utilising the key messages from the ‘Greener Paper’ we then launched a wide-scale programme of political engagement, including a media launch day in Westminster, with MPs from across the House of Commons attending. The launch day generated national news coverage.