Le Puree 2

Baby food made simple.

The mess.

Parents search for simplicity. But in the baby food aisle, it often comes with hidden additives and unpronounceable ingredients. Le Puree takes one thing off their plate. The brand cooks up “the gold standard” for babies with simple wholefoods, formulated by a nutritionist, backed by science. The challenge? Le Puree needed a campaign that moved the brand from an everyday convenience to a trusted choice for modern parents.

The cleanup.

Nostalgia is always on trend. Parents are drawn to memories of their own childhoods: simpler times, family rituals, shared mealtimes. Steph Claire Smith, known for her commitment at KIC to nutritious food and a balanced lifestyle, came on board as the face of the campaign. As a recent mother, she connects the past and the present. Modern parenting has evolved. But the desire to nourish your child with wholesome food never changes.

The mess.

Parents search for simplicity. But in the baby food aisle, it often comes with hidden additives and unpronounceable ingredients. Le Puree takes one thing off their plate. The brand cooks up “the gold standard” for babies with simple wholefoods, formulated by a nutritionist, backed by science. The challenge? Le Puree needed a campaign that moved the brand from an everyday convenience to a trusted choice for modern parents.

The cleanup.

Nostalgia is always on trend. Parents are drawn to memories of their own childhoods: simpler times, family rituals, shared mealtimes. Steph Claire Smith, known for her commitment at KIC to nutritious food and a balanced lifestyle, came on board as the face of the campaign. As a recent mother, she connects the past and the present. Modern parenting has evolved. But the desire to nourish your child with wholesome food never changes.

POV: realism.

The campaign centres around the emotional heart of the home: the kitchen. Our approach to art direction was grounded in realism. We documented different moments of the baby food routine, from preparation to juggling a child on one hip to feeding. Food is never staged. We captured genuine parenting rather than a perfect performance. The camera observed the love between Steph and Billie, actual home settings and natural light. By mirroring human moments across eras, the campaign created a shared visual language where family and food remain true over time.

Set up for success.

In addition to the finished campaign, we created a messaging and visual framework to support the multi-channel roll out into the future. Key headlines and OOH messaging gave Le Puree the opportunity to pick and mix from a copy pool depending on the context. Executional guidelines set up a consistent look and feel across OOH, social, web and print. Brand assets and baby food: made simple.

Talent: Steph Claire Smith
Photography & Motion: Kimberly K. Canales-Ascui Sound Design: Will Scullin

Baby food made simple.

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