PediaSure

CREATIVE TACTICS

Helping parents make sure their kids get the nutrition they need to grow and thrive

Every parent wants their child to grow, develop, and thrive. But nutritional needs vary widely from child to child.

Some kids are missing whole food groups and falling behind in their growth and development. Others are active and energetic, but may not be getting the nutritional foundation to keep up with everything they're doing.

PediaSure makes sure that full spectrum of need is covered.

The campaign for the flagship PediaSure supplement, shown here through a broadcast spot and print ad, addressed the more urgent end of the spectrum with honesty and empathy. The holes-in-the-food-pyramid metaphor made a nutritional gap visible in a way that was immediately relatable. Parents recognized it without feeling judged, and kids' real developmental needs were front and center.

The SideKicks spot took a different approach for a different need: a child who is thriving but whose diet might not be keeping pace. By putting kids literally at the center of the story, surrounded by the foods they might otherwise be eating, it made the case for better nutrition with wit and warmth, in a way that spoke to the child's need as much as the parent's awareness of it.

Broadcast: PediaSure

Print: PediaSure

Broadcast: PediaSure SideKicks