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Happy Family's Clearly Crafted Launch

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Company: Happy Family, New York, NY
Entry Submitted By: JONESWORKS
Company Description: Launched on Mother's Day in 2006, Happy Family is one of the largest and fastest growing organic food brands to offer a comprehensive line of nutritious foods for babies, toddlers, kids and their mothers. Constantly innovating, Happy Family strives to offer families the right nutrition for every stage of development, beginning with baby’s first 1,000 days.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Happy Family's Clearly Crafted Launch

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date: TEXT REDACTED FOR PUBLICATION

Questions about the “what” and “where” behind the foods we eat are at an all-time high. In fact, 83% of millennial parents wish food companies were more transparent about how they manufacture their products.

Because of the lack of nutritional information on product packaging, moms view making homemade baby food as the ultimate goal for feeding their children, as this allows them to buy the freshest ingredients they can see, and feel confident in. But moms don’t always have time to make homemade foods, leading them to feel guilty in their parenting choices.

In March 2016, Happy Family became the first national brand to offer fully transparent baby food pouches with premium, organic ingredients you can see. With Clearly Crafted™, Happy Family was also the first organic brand to list its recipes directly on the pouch. Our packaging also directs consumers to to trace fruits, vegetables and grains back to the farms Happy Family works with to supply its ingredients.

The Clearly Crafted launch was the biggest in the brand’s history, and included a 360-degree marketing campaign. The marketing team focused on rolling out end-caps, displays and shelf talkers to ensure consumers awareness of the new product; the PR team aimed to secure as much short and long lead press discussing the “why?” behind Clearly Crafted, and the brand’s mission to provide the best transparency practices.

Clearly Crafted™ first launched exclusively with a national retailer in February. A press release was then distributed nationally in March, along with the launch of the microsite. The product then made its debut at the 2016 Natural Products Expo West, the world's largest natural, organic and healthy products event, which tied in perfectly to Happy Family’s target audience.

The Clearly Crafted Influencer Series was another way to spread the message. The creative agency developed a list of 26 digital influencers to share Clearly Crafted content on their respective Instagram accounts in March and April. In addition to targeted digital influencers, social media was key to informing consumers. Posts were tied to Facebook and Instagram accounts spotlighted babies with Clearly Crafted, and included stories about the product.

Since its launch, Clearly Crafted has been included in over 40 online and print media placements, and has garnered over 107.7MM impressions. More than 25 influencers shared original content among a combined audience of 1.150MM Instagram followers; posts received a total of 40K likes and 675 comments.

Our data shows that when moms visit, they are spending an average of 3.5 minutes perusing and digesting our information. This is 3x the average time spent on a product page on!

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Shazi Visram is the Founder/CEO of Happy Family, the fastest-growing organic food company in the U.S. offering a complete line of nutritious foods for babies, toddlers, kids and their mothers.

Happy Family launched in 2006 with five baby products, and quickly pioneered into new categories, including prenatal, thanks to Visram’s Enlightened Nutrition approach: optimize recipes with age-specific nutrients that best support development during that growth stage. The company partnered with Groupe Danone in 2013, raising the bar for children’s nutrition across the United States.

Visram has received numerous awards and accolades, including being recognized by President Obama as a “Rockstar of the New Economy.” She’s been honored with Ernst & Young’s Entrepreneur of the Year Award and is a World Economic Forum Young Global Leader.