Benjamin Li
Dec 17, 2013

Abbott strives to smash picky-eating myths

HONG KONG - Doting mothers in Hong Kong may not realise the danger of indulging their precious baby's picky-eating habits. To raise awareness, Leo Burnett (LB) Hong Kong has launched an ad campaign titled “Are you sure?“ for Abbott’s PediaSure.

wide player in 16:9 format. Used on article page for Campaign.

As Hong Kong becomes more prosperous and families generally have fewer children, children are often spoiled for choice in education, entertainment and even food. 

To promote Abbott’s PediaSure, a milk supplement with vitamins and specific ingredients it claims are suitable for picky-eaters aged 1- 10, the brand and agency Leo Burnett has launched a humourously educational campaign. It hopes to confront mothers who may be unaware or in denial of their offspring's picky-eating habits.

Mothers in Hong Kong tend to be happy that their children are eating and gaining weight—even if the food the child prefers is unhealthy and insufficiantly nutritious. 

This is the first campaign Leo Burnett has crafted for Abbot since it won the account earlier this year. The agency claims the campaign is unusual because it is for a niche product rather than the regular general milk campaigns. 

 

 

“We realised that children are becoming more picky when it comes to eating. This can directly affect their health and growth development,” the agency’s spokesperson told Campaign Asia-Pacific, “Actually some moms are aware of this but won't treat this as a ‘problem’, while some may even deny their children have no picky eating problem at all—may see it just a different ‘eating habit’.

ZenithOptimedia is the media agency for this campaign, handling TVC, print ads, MTR and bus ad, online banners on parents focused sites like Baby-kingdom.com and Discuss Parenting Channel, as well as viral video for related insights on this topic and dedicated campaign site, the campaign will run till mid-January.

 

Credits:

Client: Abbott’s PediaSure
Creative agency: Leo Burnett Hong Kong
Brand team: Edward Ha, Natalie Lo, Corinne Cheng
Creative team: Erika Chan, Joe Chan, Claudia Wong, Suki Leung
Digital Brand Team: Peggy Hon, Pansy Pan, Herman Chiu
Digital Creative Team: Kennedy Pang, Hoi Yiu, Ivan Law, Keat Mok, Jimmy Chan
TV Production: Isa Wai
Director: Frank Shek & Rick Chui of Happy Birthday
Media agency: ZenithOptimedia Hong Kong
Exposure: TV, print, OOH, online

Related Articles

Just Published

30 minutes ago

Let your cricket do the talking; brand associations ...

Jacob's Creek recently announced the former Australian cricketer as brand ambassador. We caught up with him to learn more about how he approaches deals with brands, uses social media, and more...

42 minutes ago

'More than a cyclical recovery': WPP Q3 growth ...

Share price rises close to its highest level since pandemic.

7 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

8 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.