Gerber - Decisions Campaign
Parents make 1,750 decisions in their baby’s first year. That stat sparked a fresh take for Gerber—one that met Millennial and Gen Z parents where they really are: overwhelmed, exhausted, and trying their best.
The “Decisions” campaign launched We Speak Parents, a new platform that shifted Gerber from baby-focused to parent-first. We leaned into the messy beauty of modern parenting, offering real empathy, expert support, and nutritious help 24/7.
The work drove double-digit lifts in engagement, viewership, and relevance—giving a 98-year-old icon something new to say.