Le Purée.
Le Purée is cooking up the gold standard with simple wholefoods, designed by professionals and supporting a child’s development in a campaign via Willow & Blake.
Le Purée has partnered with Steph Claire Smith as the face of its new campaign.
“Parenting has always been shaped by love, instinct and care,” said Le Purée head of marketing & brand, Jennifer McCormick.
“But when you become a parent yourself, there’s this unexpected return to your own childhood... the Friday night family dinners, the lunchboxes your mum packed, the family meals that were always on repeat. Suddenly, those small, everyday moments take on a whole new meaning.
“Working with Steph Claire Smith on this campaign allowed us to bring that feeling to life - blending the nostalgia of how we were raised with the realities of modern parenting. Because while routines, tools and lifestyles evolve, the emotional connection to how we feed and care for our children remains deeply rooted in the past.”
Willow & Blake created the messaging and visual framework to support the multi-channel rollout.
The agency provided key headlines for OOH, alongside executional guidelines to ensure consistent look and feel across OOH, social, web and print.
“Our approach was to ground the campaign in realism, documenting parenting as it genuinely unfolds; from preparation through to the everyday juggle and feeding,” said Willow & Blake design director, Zoran Konjaski.
“Nothing was staged; instead, we captured real moments rather than a perfected performance of parenting. Through the lens, we observed the relationship between Steph and her daughter Billie within their own home.
“We wanted the campaign to carry a sense of nostalgia by mirroring parenting across generations, showing that while modern parenting has evolved, the simple things — love, the juggle and good nutrition — remain constant over time.”
CREDITS
Le Purée Founder and CEO: Erin Jeries
Le Purée Head of Marketing & Brand: Jennifer McCormick
Talent: Steph Claire Smith
Photography & Motion: Kimberly K. Canales-Ascui
Sound Design: Will Scullin
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