SAN FRANCISCO — BabyCenter®, the number one pregnancy and parenting web and mobile destination worldwide, and Stonyfield, the world's leading organic yogurt maker, are working together on an integrated, multi-platform campaign in 2015 to reach U.S. moms as their babies grow with the full line of YoBaby, YoTot, and YoKids organic yogurt products. The first phase is now online, focused on education around an infant's nutritional needs, and the campaign will progress throughout the year, moving to the 6-month milestone, first birthday, toddlerhood, and then to preschool and beyond. Points of integration on BabyCenter include video pre-roll, email, branded content, mobile media, as well as new apps and contests that will roll out later in the year.
For example, Stonyfield will be integrated into several of BabyCenter's milestone opportunities, such as the Half-Birthday Community Party, a monthly virtual event reaching 12,000 to 15,000 moms in the BabyCenter Community, and targeted outreach at four different developmental stages using mobile, app, desktop and email. Stonyfield messaging will also be aligned with relevant expert content around food and healthy eating, written by BabyCenter editors and supported by industry experts.
After more than 30 years of making organic yogurt, 16 of those making yogurt just for babies, Stonyfield has seen the competition for Mom's yogurt of choice for her baby steadily increase, and now more than ever she needs information she can trust about that choice. Stonyfield understands that starting a baby on solid foods is one of the most exciting and mystifying times in a family's journey. By partnering with a trusted resource like BabyCenter, they hope to help make things a little easier for Mom by providing information about when to introduce yogurt (as early as 6 months), why choosing whole milk yogurt is important for baby's development (pediatricians recommend that about half of a baby's calories come from fat during the first two years), and why choosing organic is best for babies and kids as they grow.
"BabyCenter's unique knowledge of moms and their children allows us to bring the right Stonyfield product information to her, just when she needs it," said Pete Lewis, Senior Director of Marketing, Stonyfield. "No one else has their reach and the trust of moms, so they were the clear first choice to work with for this campaign around our YoBaby, YoTot, and YoKids brands."
"Our moms want more information on nutritious, organic, and affordable foods for their babies, so we knew Stonyfield would be a natural fit for the BabyCenter experience," said Julie Michaelson, Vice President of Sales, BabyCenter. "We are careful in delivering the right message to moms based on their child's development, and Stonyfield's stage-focused line of yogurts supports that perfectly."
About BabyCenter® LLC
BabyCenter® is the voice of the 21st Century Mom® and modern motherhood. It's the number one pregnancy and parenting digital destination worldwide, reaching more than 40 million moms monthly in 11 languages across 14 owned and operated properties from Australia to India to China. In the United States, 7 in 10 babies born last year were BabyCenter babies. BabyCenter is the world's partner in parenting, providing moms everywhere with trusted advice from hundreds of experts around the globe, friendship with other moms like them, and support that's remarkably right at every stage of their child's development. BabyCenter also works with some of the world's most prominent brands and institutions to provide life-stage marketing solutions and a direct line to highly engaged moms. BabyCenter established a Global Giving Program and partners with esteemed organizations to help make motherhood safer for all women. BabyCenter is a member of the Johnson & Johnson family of companies.
About Stonyfield
As the leading organic yogurt maker, Stonyfield takes care with everything it puts into its yogurts and everything it keeps out. By saying no to toxic persistent pesticides, artificial hormones, antibiotics and GMOs, Stonyfield has been saying yes to delicious, healthy food for the sake of a healthy planet for over 30 years and making yogurt just for babies for over 15 years. Want to know more? Visit Stonyfield.com, follow us on Twitter.com/Stonyfield or find us on Facebook.com/Stonyfield.
Source: BabyCenter
