Emma, Seth, Hunter, Briar and Nathan were all destined to be Super Bowl babies this year. But all of them ended up coming into the world weeks earlier than their delivery date. So Enfamil is celebrating them, and all the other preemies in the U.S., with what it’s billing as a “premature” Super Bowl campaign.
The new “Enfamil Early Kickoff” digital push from McCann Worldgroup led by MRM playfully debuts “prematurely” ahead of the big game, just as the children have. It features newly-born preemies as well as grownups who were once preemies themselves. That includes one NFL star, the New York Jets’ offensive tackle Mekhi Becton. He was born five weeks before his due date but grew up to be 6’7” and 350 pounds.
The campaign promotes the infant nutrition brand while calling attention to the 380,000 babies born prematurely in the U.S.—that’s 10% of all births in the country. In those first weeks, which those little ones will likely spend in Neonatal Intensive Care Units (NICUs), Enfamil tries to be a constant presence with its products as well as through financial and educational support to preemie families.
The new push helps to amplify the brand’s ongoing “Fuel the Wonder” platform to promote its formula products, but through the lens of the company’s support of premature babies. To date, the brand has donated millions of dollars to The March of Dimes.
The campaign encourages families to share their premature birth stories on social media with the hashtag “#EnfamilEarlyKickoff” and by tagging @Enfamil.
“We passionately believe that babies are the most important people in the world and that we play a critical role in helping them thrive through world class nutrition to help them fuel their wonder,” said Amardeep Khalon, Enfamil general manager of marketing nutrition in a statement. “Even though nothing is better for babies than breastfeeding, unfortunately, not every baby can be breastfed. In those critical first few weeks, Enfamil is there for them in Neonatal Intensive Care Units with everything premature babies need to get the best start in life.”
“Having a baby is a beautiful experience, but it can sometimes be challenging,” added Ronald Ng, global chief creative officer of MRM. “When your baby is a preemie, that makes it a hundred times harder [and] ‘Early Kickoff’ is natural marketing expression of Enfamil’s longstanding commitment to and support of preemies living their fullest lives.”
Enfamil's not the only baby brand to create an idea around Super Bowl birthdays. Last year, Huggies became the first diaper brand to run a big game ad with its spot featuring little ones born on that day.