Le Purée has partnered with Steph Claire Smith as the face of its new campaign. Known for promoting nutritious food and a balanced lifestyle at KIC, the campaign draws on her experience as a new mother to connect the past and the present. Modern parenting has evolved, but the desire to nourish children with wholesome food never changes.
Working closely with Le Purée, creative branding agency Willow & Blake built a campaign that reframes Le Purée as more than a convenience baby food brand, instead positioning the brand as a trusted choice for modern parents.
“Parenting has always been shaped by love, instinct and care. But when you become a parent yourself, there’s this unexpected return to your own childhood… the Friday night family dinners, the lunchboxes your mum packed, the family meals that were always on repeat. Suddenly, those small, everyday moments take on a whole new meaning,” said Jennifer McCormick, head of marketing and brand at Le Purée.
“Working with Steph Claire Smith on this campaign allowed us to bring that feeling to life – blending the nostalgia of how we were raised with the realities of modern parenting. Because while routines, tools and lifestyles evolve, the emotional connection to how we feed and care for our children remains deeply rooted in the past.”
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The campaign centres around the emotional heart of the home: the kitchen. The messaging focuses on real ingredients, wholefoods and the time saved by modern parents, signalling a brand with a deep understanding of parenting, food, nutrition and the emotional realities of raising a child.
“Our approach was to ground the campaign in realism, documenting parenting as it genuinely unfolds; from preparation through to the everyday juggle and feeding. Nothing was staged; instead, we captured real moments rather than a perfected performance of parenting. Through the lens, we observed the relationship between Steph and her daughter Billie within their own home,” added Willow & Blake’s design director, Zoran Konjaski.
“We wanted the campaign to carry a sense of nostalgia by mirroring parenting across generations, showing that while modern parenting has evolved, the simple things — love, the juggle and good nutrition — remain constant over time.”
Willow & Blake created the messaging and visual framework to support the multi-channel rollout. The agency provided key headlines for out-of-home, alongside executional guidelines to ensure consistent look and feel across OOH, social, web and print.
Brand assets and baby food: made simple.
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Credits:
Le Purée Founder and CEO: Erin Jeries
Le Purée Head of Marketing & Brand: Jennifer McCormick
Talent: Steph Claire Smith
Photography & Motion: Kimberly K. Canales-Ascui
Sound Design: Will Scullin
