Aha helped Gerber Graduates reach busy working parents through childcare providers and drive fill-in shopping trips to Target.

“We like to integrate good nutrition and positive snack choices in our everyday class curriculum and when talking with parents.”

Childcare Director, West Sacramento, CA

87% of childcare providers said they would recommend Gerber Graduates “much” or “somewhat” more often.

Aha helped Gerber Graduates drive working moms to the Target infant aisle.

Aha helped Graduates drive young moms to Target

Objectives

  • Create excitement for the brand within Target.
  • Drive aisle traffic within key stores on the West Coast.
  • Generate trial of SKUs within the brand.

Solution

  • Identify large childcare centers in higher income neighborhoods within the retail draw areas of key Target stores.
  • Deliver Gerber Graduates product samples, Gerber Graduates and Target-branded literature, and coupons to young working parents as they  pick-up their children at childcare.
  • Engage children with branded activity sheet. Activity sheets efficiently build awareness and favorability among moms.
  • Child pick-up period reaches parents during daily “what’s for dinner” window. Parents make fill-in shopping trips after pick-up 2+x per week. Gives her a compelling reason to shop Target for tonight’s dinner.

Results

  • Client account team reports high customer receptivity to the program .
  • 100% coverage of key store draw areas within budget.
  • Post-program response from childcare providers was 5X+ rates of similar targeted place-based programs.

An independent survey of participating childcare providers found:

  • Over 90% of respondents said the program was helpful to parents.
  • 87% said they would recommend the brand “much” or “somewhat more often”.
  • Over 90% of providers would like to receive the program in the future.