Little Dish revamps chilled meals for toddlers and launches TV advertising campaign

Revamped range

Revamped range

Children’s food brand Little Dish has unveiled a complete revamp of its range of chilled meals for toddlers aged from one plus, with four new recipes – including a limited edition variant – improved nutritionals and refreshed packaging.

The company has also launched an advertising campaign to let mums and dads know its fresh healthy meals for toddlers from age 12 months plus can be found in the chilled aisle of supermarkets up and down the country.

Ringing true its promise to parents to provide 100% natural, nutritionally balanced meals for kids, Little Dish has partnered with children’s nutrition expert and mum Lucy Jones to give its new and improved nutritional guidelines the seal of approval. All Little Dish meals will now deliver at least one of a child’s five-a-day, with most delivering up to two portions of the recommended five-a-day, plus the brand has added four tasty new recipes to its range – Creamy Tomato & Mascarpone Pasta, Pork & Apple Bites with Beans, British Lamb Hotpot and a limited edition Fruity Lamb Tagine.

Lucy Jones, consultant dietitian and expert in children’s nutrition, said: “It has been really interesting for me to work with Little Dish to further develop its nutritional programme. This refresh was about further enhancing the already strong nutritional profile in their chilled meals and paying even more attention to not just nutrients but also tastes, textures and proportions which are all important to the development of young palates. Parents can rest assured that Little Dish provides meals that are well-balanced and that their children will love to eat.”

Charlotte Tisdall, Little Dish marketing director, said: “Our meals have always been low in salt, with no added sugar, additives or preservatives, and now we have made them better still by setting ourselves even more demanding nutritional standards. We pride ourselves on our commitment to help busy mums and dads give their children proper meals in minutes and now, with four delicious new recipes on offer, parents have even more choice for their child’s diet.”

Little Dish’s range of 13 recipes are found in the chilled meals aisles of Tesco, Asda, Morrisons, Waitrose and online at Ocado. The new range will roll out from early May and will be fully available by early June 2014 at RRP £2.50 per meal (200g).

New TV campaign

New TV campaign

The new advertisement features a little boy and his mother shopping together in the supermarket. The child’s voice is narrated by an adult, bringing humour to the story which sees the mum chasing the little boy around the supermarket as he heads straight to the chilled aisle to find the Little Dish meal range.

Boy cast from online community

Boy cast from online community

In an exciting departure from previous ads, Little Dish cast its newest TV star from its online community, appealing for auditions via its Facebook page, which led to the casting of two year old twins Albert and Finnian Manley for the little boy character.

The first TV ad in the campaign will break on w/c 19 May 2014 on Nick Junior using the full 30 second execution. The ad will then roll out as a 30” execution and 20” cut down into the summer across channels including Disney Jr, Channel Five, Nick Junior, Tiny Pop, Boomerang and Cartoonito.

The ad will also be hosted on the Little Dish YouTube channel and boosted by seeding to get the message out to even more parents online. In addition, it will be supported by an integrated PR and social media campaign which will continue to run throughout the year focusing on sound nutrition for young children and celebrating the fact that Little Dish meals can be enjoyed from 12 months upwards.

Tisdall said: “This is an exciting time for Little Dish, with our brand new TV ad launching just as our new and improved range of meals hits the shelves with four delicious new recipes and even better nutrition.

“We know that all parents shop in the baby aisle but not everyone knows that there are nutritious and tasty meals for little ones in the chilled aisle. For this reason it made sense for us to use that as the setting for our new ad. As the mums and dads in our community love sharing photos and videos of their little ones with us, we thought it would be fun to give them a chance to star in the ad and help tell our story.”

The new Little Dish TV ad was made by Threepipe working alongside Atticus Finch. Threepipe is also managing the integrated PR campaign to support the Little Dish advertising schedule throughout the year with a range of exciting activity targeting Millennial mums on and offline.