Client
NPB
Agency
Golin
National Peanut Board (U.S.A)
"4 to 6 Months" Campaign
The groundbreaking 2015 study, “Learning Early About Peanut Allergy (LEAP) Study” showed introducing peanut-containing foods to infants as early as 4-6 months of age can reduce the development of a peanut allergy by up to 86 percent.
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National Peanut Board released a new collection of baby clothes called “Size 4 to 6 Months” that encourages parents to introduce peanuts to their child as early as 4-6 months.
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To raise media awareness, The National Peanut Board hosted three baby fashion show at leading publishing houses in New York City in March 2019. The show debuted inspiring apparel from the new adorable line, “Size 4 to 6 Months,” complete with a runway for babies to rock their peanutty designs, along with samples of the collection on display.
Objective
Raising media awareness and educating parents on the benefits of early introduction to peanuts, encouraging them to do so.
The Strategy
I was on Golin’s small but mighty Traditional Media team of 3 for this campaign, and we aimed to raise media awareness by putting on baby fashion shows at the offices of NYC’s leading publishing houses on behalf of NPB and working with our influencer spokesperson Jessica Shyba to educate parents on early introduction.
50 M Earned Media Impressions
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30+ Attendees From Top NYC Publishing Houses
Event Highlights
