Plum Organics: Big Babies

Madwell’s latest campaign for Plum Organics' highlights the importance of opening up little ones to new experiences, like spinach, early. At the centre is a comical :30s spot, titled Big Babies, which features a scene parents know well - the mealtime tantrum - in a way they’ve never seen before: performed by an adult. Palate expansion, with its inevitable highs and lows, can be a difficult subject for parents. But, it’s a crucial one that Plum provides a solution to. So, Plum thought, what if we could remind parents that we’re here to support those early food experiences in a way that entertains and uplifts them? Madwell’s answer was the birth of the Big Baby: a picky adult who melts down at the sight of a vegetable.