Gerber has been working to rebuild trust with modern parents by telling the story behind our uncompromising quality standards — from the fields where our ingredients are grown to the meals families serve at home.
But parents don't trust brands. They trust other parents.
So we put our Grower community at the center of the story, inviting real parents to share why quality and safety matter to their own families—and why they're proud to grow the food that nourishes families around the world.
Our Content Series Built Trust & Humanized the Brand
We introduced Gerber Growers not just as employees, but as parents motivated to make the best food possible for babies everywhere. They shared how being a parent shaped the work they did.
Showed Growers Love With OOH
We surprised Gerber Growers in their cities with billboards thanking them for all their work — while showing consumers that we’re invested in our farms and local communities.
Influencers Visited Our Farms
We invited select influencer families to see the farm firsthand, meet our growers, and learn about the brand’s high standards over an intimate-and-beautiful dinner between the pear trees.
Credits
Creative & Docu-Series Director: Ty Seecof (me!)
EVP, Acct Services: Lisa Tanner
Account Director: Isabelle Eckel
Account Manager: Antonia Abramowitz
Project Manager: Chris Santos, Madi Timsit
Creative: Shawn Lynch, Lauren Gardiner, Lilly Paglia
Client: Maleeda Wagner, Kendall Deighan (Gerber)