Happy Family Organics created the organic baby food category, but despite it being the first it was struggling to connect with parents both on shelf and on social. They came to my team at Madwell looking for us to build a relationship with buyers that felt as memorable in emotion and support as parenthood. We launched the "This is Happy" campaign lead by a strong emotional anthem spot.

After launching we followed up on the brand claims with consistent messaging across mediums. I got to lead the social team in creating enriching social content and educational touchpoints for parents. We ultimately saw them grow from #4 in the organic baby food category to #1.

Happy Family Organics created the organic baby food category, but despite it being the first it was struggling to connect with parents both on shelf and on social. They came to my team at Madwell looking for us to build a relationship with buyers that felt as memorable in emotion and support as parenthood. We launched the "This is Happy" campaign lead by a strong emotional anthem spot.

After launching we followed up on the brand claims with consistent messaging across mediums. I got to lead the social team in creating enriching social content and educational touchpoints for parents. We ultimately saw them grow from #4 in the organic baby food category to #1. 

Happy Family Organics created the organic baby food category, but despite it being the first it was struggling to connect with parents both on shelf and on social. They came to my team at Madwell looking for us to build a relationship with buyers that felt as memorable in emotion and support as parenthood. We launched the "This is Happy" campaign lead by a strong emotional anthem spot.

After launching we followed up on the brand claims with consistent messaging across mediums. I got to lead the social team in creating enriching social content and educational touchpoints for parents. We ultimately saw them grow from #4 in the organic baby food category to #1.