Noble

The Idea Brought To Life:

GERBER® NATURELOCK™
“#1 most trusted consumer brand in the world.”

OBJECTIVE
To convince moms that Gerber baby food is the best brand choice for their babies.

STRATEGY
Utilize Gerber’s strict growing standards to differentiate the brand and increase perceptions of naturalness.  

Gerber can trace each jar of baby food back to the field it was grown in.

Gerber knows what’s been grown in each field for at least the past 10 years.

Continue to reinforce the taste/natural benefit of Gerber’s proprietary cooking process—NatureLock.™

RESULTS
In testing the proposition, the Grower’s Story idea significantly outperformed control. When the TV commercial “Frozen Moment” was quantitatively tested, it was one of the most persuasive spots for baby food in recent history.