THE CHALLENGEGerber Brand searches are declining while the category is growing. Gerber leads in category share for meals but Happy Baby is beating Gerber in Snacks with additional challenger brands entering the category and eating away market share.
Goals For The Campaign
Win on Prime Day
Make it the biggest tentpole event yet and highlight Gerber in the Prime Baby Food Deal.
Increase Hispanic Share
Increase sales through Spanish Language Preferred on Amazon. Gerber is winning in the Hispanic space—when investing and reaching this customer, we tapped incremental sales.
Sustainability & Climate Friendly Push.
Highlight our Climate Pledge Friendly certified products on Amazon, emphasizing our commitment to environmental responsibility and sustainable practices.
TACTICSLaunched targeted comprehensive Prime Day campaigns featuring Gerber's full product portfolio to drive conversion in the Baby Food Aisle.
Implemented Spanish language optimization across product listings and marketing copy
We spoke our customers' language - literally. By localizing marketing copy in Spanish, we created a more inclusive, resonant shopping experience for one of the fastest-growing consumer segments in the U.S.
Developed Climate Pledge Friendly product visibility strategy to highlight sustainable offerings
We made it easier to shop with purpose. By amplifying Climate Pledge Friendly products across key touchpoints, we helped customers align their values with their purchases - and positioned our brand at the forefront of conscious commerce
Invested in customer acquisition efforts focused on underrepresented market segments
We invested where it matters most. By directing customer acquisition efforts toward underrepresented markets, we broadened our reach and built meaningful connections with audiences who've long been overlooked.
Big Ideas, Real Impact.
Key Performance Indicators:
Sales Growth: 28% increase in Gerber sales by reaching 289.7K new customers, achieving Total Sales Goal of $45.1M in 2024.
Category Performance
All Gerber key subcategories experienced increases in Sales YoY, Sales Share, and SOV in TTM. Despite declining glance views, Cereal & Porridge maintained the highest SOV out of all subcategories.
Through integrated marketing efforts spanning promotional events, language-targeted campaigns, and sustainability positioning, Gerber successfully reversed market share decline and achieved significant sales growth. The multi-channel approach—combining Prime Day prominence, Hispanic market focus, and sustainability messaging—generated substantial incremental revenue while establishing Gerber as the category leader in both traditional and emerging market segments.
