Case Study

PediaSure is a formula milk product clinically proven to help kids grow. It is especially suitable for kids with malnutrition and picky eating habits.

PediaSure specifically wanted to engage parents of the digital generation because TV advertising, Pediasure’s default means of communication, was no longer fulfilling its role of communicating to this group of parents. PediaSure wanted to educate parents about the product and make PedureSure consumption a habit.

Parents describe between 20 and 50 per cent of kids as picky eaters. One of the most stressful and frustrating aspects of parenting is having a picky eater in the house. PediaSure consumption was restricted only to occasions of extreme fussy eating.

PediaSure Yummy Kitchen

A set of innovative recipes for fussy eaters, incorporating PediaSure as a key ingredient

How did we do it?

• PediaSure teamed up with food influencer Richa Gupta, who runs the food blog – My Food Story, to develop recipes for PediaSure Yummy Kitchen.
• She helped the brand create kid-friendly video recipes with PediaSure being one of the key ingredients.
• Each recipe was carefully crafted to ensure a perfect balance of health & taste.
• The recipes featured a Nutrimeter which informed the mothers the key nutrients that would aid kids’ healthy growth.
• These video recipes were uploaded on the PediaSure website and Facebook page.
• Facebook advertising helped reached relevant audiences.

PediaSure created a brand new way for its consumers to enjoy the product. These healthy recipes helped the mothers to get their children to devour PediaSure one way or the other thus driving higher consumption for the brand.

Collective metrics for the videos posted on Facebook

Reach: 1,592,309

Reactions: 3,303

Shares: 285

Views: 954,566