With a small budget but ambitious growth targets, Ella’s Kitchen needed a smarter way to get more parents to buy its baby foods and become brand fans. Using its knowledge of how weaning can be a difficult experience, it developed a strategy to recruit and support mums and dads of weaning babies. The core of the plan was an always-on model featuring an advice hub and a CRM-driven initiative of emails and other communications to encourage users to recommend the brand. The programme drew in 40% of all new UK parents of weaning babies, generating £12.6m of incremental sales, and a 10% increase in penetration.