Ella's Kitchen Biref

Ella’s Kitchen

Create a campaign to communicate Ella’s Kitchen Brand to our internal audience

Background

Ella’s Kitchen is a revolutionary baby and toddler food company that strives to be Good In Every Sense.

• We make great products providing all the nutrition a little one needs.
• We instil healthy eating habits to last a lifetime by engaging kids’ senses through all our products, packaging and communications.
• We give stuff back to our friends, our planet, and our team.

Being highly entrepreneurial and values driven has delivered impressive growth: our products are now available in 12 different markets worldwide, picking up lots of shiny awards along the way. We were the first company to put baby food into pouches and are now regarded as thought leaders in the category – always striving to do things differently with innovation is at the heart of the business.

Ella’s Kitchen has a small team of 45 employees working at Ella’s Barn and we work really closely with a vast network of partners that all play an essential role in helping us succeed. This involves us entrusting our brand to them, and relying on them to deliver our vision into the hands of our consumers. As the company grows, so does this network and we want to ensure they understand our brand and live our values.

Our Brand Values

These are core to our brand and should be reflected in everything we do:

• Genuineness
• Imagination
• Inspiration

This is also reflected in five behavioural style values we’d expect of someone who lives by our brand values:

• Childlike: open, honest, imaginative, trusting, spirited and genuine (i.e. behaving like a toddler).
• Thinking differently: stand out from the crowd, open minded, confident, challenging and inquisitive.
• Good to each other: inclusive, approachable, self-aware, friendly, diverse and kind.
• Want to win: try to be top of the class, focussed, persistent, decisive and never give up.
• Business minded: sustainable, professional, grounded, accountable and knowledgeable.

The Creative Challenge

Design a tool kit to communicate the Ella’s Kitchen brand and its values to all of our current and future stakeholders. By stakeholders we mean anyone who comes into contact with Ella’s Kitchen in a professional capacity.

This includes:

• Production suppliers: raw materials, packaging, logistics.
• Agencies: research, design, consumer communications.
• Customers: retailers, distributors.
• Corporate: IT, legal, insurance.
• Potential employees: applicants who submit CVs.

Creative Requirements

You could think about something simple to share with all our stakeholders like an email or .pdf welcoming them to the Ella’s Kitchen brand, as well as a printed version for initial meetings. But also think about an exciting bundle of items that could be sent to our long-term partners to help them understand and live our brand values on a day-to-day basis: they might be in another part of the world where we can’t meet with them personally on a regular basis.  

But of course you’re not limited to anything; we’d love to hear your ideas of how we can communicate our brand values to our stakeholders in any media (posters, magazines, comic strips, audio clips, animated videos, uniform, teracycle product, stationary… etc).

Mandatories

• Represent the Ella’s Kitchen brand.
• Include the values.
• Be adaptable for a range of stakeholders: from partners who we work with daily on an extended contract to companies providing an ad hoc service or individuals who have applied for a job at Ella’s Kitchen.