Happy Family Organics
The baby food aisle is loud.
Every brand is shouting “organic” and “real”. To stand out, you have to stand for more than ingredients—something universal. Like, happiness.
As creative content lead for Happy Family, I worked with a multidisciplinary team to develop a 360 campaign that captured the honest-to-goodness highs and lows of moden parenthood and launch the first-ever clear baby food pouch.
The result? A brand that resonated with real families and knocked Gerber out of the #1 organic baby food spot.
Video
Concepted, scripted, casted, oversaw VO and production of the “This is Happy” feature commercial capturing the brand’s signature happiness—not too sappy, not too raw—to appeal to a mass audience of parents.
Social
“This is Happy” commercial garnered rave reviews on YouTube and social, extending it’s life through Facebook and Instagram ads and making parents around the world ugly cry.
Product launch
On the heels of “This is Happy,” Happy Family launched Clearly Crafted, the first clear pouch where you can see the goodness inside. As copy lead, I partnered with design on all launch comms including packaging, website, social and digital ads.
Press kits
To drum up interest interest in the Clearly Crafted launch, we created a custom press kit that took PR and influencers behind the scenes to the farms where Happy Family sources it’s high-quality ingredients by hand and allowed them to “pick a pouch” from the ground.
This work extended to a new product line of prenatal nutrition, complete with team-made fruit and veggie mobiles.
