SCOPE
HiPP, a leading brand in organic baby and toddler nutrition, wanted to reinforce its positioning around healthy, natural, and joyful everyday moments. The goal was to show parents how HiPP products seamlessly fit into family routines, making healthy eating both fun and delicious. Summercliff was tasked with creating an influencer activation that highlighted HiPP’s 100% oat product—sugar-free and organic—through authentic family storytelling.
STRATEGY
We partnered with Niki Alexantrou, a lifestyle and parenting influencer whose content naturally blends family life and wellbeing. By focusing on the universal appeal of pancakes, we created an activation that felt relatable, warm, and shareable. The approach emphasized HiPP as the brand that parents trust for nutritious and worry-free meals, while showing how children genuinely enjoy it.
IMPLEMENTATION
Niki shared a playful post featuring her daughter, Asterianna, preparing and enjoying oat pancakes.
The content spotlighted HiPP’s 100% oat product, with a clear message: no added sugar, only pure nutrition.
Storytelling focused on joy, bonding, and the role of HiPP in everyday family rituals.
Warm, lifestyle-driven visuals reinforced HiPP’s brand identity as organic, wholesome, and family-friendly.
RESULTS
Emotional Resonance – Parents related to the authentic family scene and joyful breakfast moments.
Product Awareness – Clear emphasis on HiPP oats as a healthy, sugar-free choice for kids.
Trust Building – Reinforced HiPP’s role as a reliable partner in children’s nutrition.
Brand Connection – Positioned HiPP not only as baby food, but as part of shared family traditions.
By turning a simple breakfast into a story of love, health, and joy, HiPP and Niki Alexantrou strengthened the brand’s bond with parents and positioned HiPP oats as the natural choice for wholesome mornings.
