This brand tapped babies to turn food mess into art

Spot for Ella's Kitchen encourages kids to really 'play with your food'

Published On
Jan 19, 2022

Editor's Pick

Ella's Kitchen, the U.K-based baby food brand is encouraging babies to make a mess.

In the brand's first TV ad since 2018, a group of babies and toddlers in an art gallery run, walk and crawl toward an installation made of colorful fruit and vegetables that spells out the words "Don't play with food." Undeterred, the non-reading age babies start to squeeze, crush and dismantle it, creating a mess (as well as eating some of it) until the artwork reads "DO." An accompanying voiceover states: "When mealtime is playtime, love for food lasts a lifetime."

The spot is by Havas London and was directed by Ben Brand of Great Guns. It comes as Ella’s Kitchen is calling on the U.K. Government to include sensory food education—which encourages people to experience food through all their senses—as an early learning goal.

“At Ella’s Kitchen, we firmly believe that children should  play with their food," said Mark Cuddigan, chief executive officer at Ella’s Kitchen, in a statement. "All the research suggests that doing so—and by experiencing food in a sensory way from a young age—leads to healthier long-term eating habits, and the associated health benefit that brings."




Jan 19, 2022
Client :
Ella's Kitchen
Agency :
Marketing Director :
Celia Pearman
Senior Communications Manager :
Angie Turner
Senior Brand Manager :
Georgie Morgan
Group CCO :
Mark Whelan
Creative :
Chico Barrera
Creative :
Diogo Abrantes
Managing Partner :
Hollie Loxley
Account Director :
Andrew Symonds
Account Manager :
Lily Rocker
Agency Producer :
Sophie Honour
Agency Producer :
Charlotte Lonngren
Agency Assistant Producer :
Ella Myerscough-McClymont
Agency Producer :
Evie Ungemuth
Executive Strategy Director :
Britt Iversen
Senior Strategist :
Kerrie Boyes
Media planning team :
Andrew Darby
Media planning team :
Emma Castledine
Media planning team :
Hannah Richards
Production Company :
Great Guns
Production Company :
Havas Studios
Executive Producer :
Flo Clive
Executive Producer :
Kojo Abban
Producer :
Rosa Junkovic
Director :
Ben Brand
Michael Paleodimos
Offline Post Production Producer :
Tom Lacey
Offline Editor :
Dfran Difrancesco
Audio Post Production :
Offline Audio
Audio Producer :
Sam Brock
Sound Engineer :
Rick Morris
Online Post Production :
Absolute and Framestore
Executive Producer :
Jenna Le Noury
Senior Producer :
Rosanne Crisp
Production Assistant :
Yasmin Tilly
Flame Artist :
Milo Paterson
Flame Artist :
Joseph Tang
Colorist :
Stef Perry
Soundtrack Composer :
Hugh Goldsmith
Soundtrack Composer :
Paul Visser
Soundtrack Produced by :
Music Label :
Hotspring Music
Music Supervisor :
George O’Brien
Narrator :
Charlotte East with Just Voices

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