Gerber

Cathy Abramski, Head of Consumer Communications, Gerber
Lara Cil, Associate Director, Gerber
Alberto Hernandez, Head of Marketing, Meals & Drinks, Gerber
Aileen Stocks, Marketing VP, Gerber

Terri & Sandy *Lead Agency

Sandy Greenberg, Co-President
Terri Meyer, Co-President
Meredith Schwinder, Senior Art Director
Todd Condie, Senior Writer

Ogilvy & Mather *Lead Agency

Lauriann Serra, Senior Partner, Executive Group Director
Vickie Mogensen, Account Director

For generations, Gerber has been the king of the baby-food aisle, and the brands 3rd Foods line has been key to that reign. But Millennial moms saw little benefit to these more expensive transition purees and were instead rushing their babies to table food. In response, Gerber innovated with a new product: the first 3rd Foods specifically designed to teach babies to chew. To sell them, we did what had never been done before: create a new developmental milestone. Our campaign, Chew University, reversed multi-year sales declines by convincing moms everywhere that chewing was a skill worthy of their attention.