Baby and toddler snack brand Little Bellies has taken its ‘Play With Food’ platform into the real world with a NSW and Victorian out-of-home rollout from 6 October 2026.
Little Bellies is taking its biggest brand step yet, launching its first-ever OOH campaign across Sydney and Melbourne from 6 October 2026, as the Australian-founded baby and toddler snack brand brings its ‘Play With Food’ philosophy to millions of parents.
Delivered in partnership with creative agency, Monster & Bear, and outdoor vendor Revolution360 (Rev360), the campaign will span a high-impact mix of street posters, large-format sites and special-build executions across NSW and Victoria.
The rollout includes 200 street poster placements across NSW and Victoria, alongside prominent large-format sites across key Sydney and Melbourne locations including Bondi Road, Oxford Street Paddington, Anzac Parade Randwick, Victoria Road Balmain, High Street Prahran and Queensbridge St Southbank.
Two special-build executions in Roseville and Camberwell will further bring the playful Little Bellies world to life.
The campaign marks an important evolution for Little Bellies as the brand takes its long-standing “Do What’s Natural” philosophy beyond product and into a broader conversation around the way babies and toddlers naturally learn, explore and develop through food.
At the heart of the campaign is Little Bellies’ Play With Food platform and the creative idea “Every bite opens a new world.”
Rather than treating playing with food as something parents need to discourage, Little Bellies is encouraging parents to see mealtimes differently – as an opportunity for little ones to explore new
tastes, textures and shapes through curiosity and experimentation. The campaign celebrates the idea that every squish, crunch, bite and messy moment can be part of discovering the world around them.
The colourful creative brings this thinking to life through babies and toddlers interacting naturally with Little Bellies snacks, while imaginative illustrated worlds unfold around them. Brand character Elbee steps beyond the pack to become a larger-than-life playmate, helping transform everyday snack moments into adventures built around curiosity, creativity and discovery.
Clive Sher, Founder of Little Bellies, said the campaign represents an exciting new chapter for the brand.
“Little Bellies has always been about trusting children to do what comes naturally, and play is such an important part of that. As parents, it can be tempting to want mealtimes to be neat and orderly, but for little ones, food is also about discovery – touching it, squishing it, tasting it and figuring things out for themselves,” Sher said.
“Play With Food gives us an opportunity to celebrate those wonderfully messy moments and remind parents that there’s often much more happening than meets the eye. Taking that message out into the streets for our first-ever OOH campaign feels like a really exciting milestone for Little Bellies and a brilliant way to introduce the brand to even more Australian families.”
The campaign has been strategically planned with Rev360 to place Little Bellies in high-traffic environments across Sydney and Melbourne, creating broad-scale awareness while reaching parents
and families as they move through their everyday lives.
Michael Gage, Josh Bendall and Josh Fitzgerald at Revolution360, said: “Little Bellies is a fantastic brand for out-of-home because the creative is instantly recognisable, colourful and full of personality. For its first OOH campaign, we wanted to deliver both scale and standout – combining broad street-level reach with strategically selected high-impact locations and special builds that really allow the Play With Food idea to come to life.
“The campaign gives Little Bellies a powerful physical presence in two of its key markets and puts the brand directly into the everyday environments of Australian families.”
“We’ve loved working with Little Bellies over the past few years and helping evolve the brand to this point. We all grew up being told not to play with our food, so it’s great to flip that idea on its head. ‘Play with Food’ celebrates the joy of babies and toddlers exploring, learning and discovering new worlds through snack time, brought to life in a way that feels distinctly Little Bellies through playful illustration and authentic, messy moments with food,” said Leslie Preyer, creative director, Monster & Bear.
“It’s been such a joyous campaign to bring to life, and one that really captures the playful spirit at the heart of the brand.”
The OOH campaign forms part of a broader Play With Food creative platform, with Little Bellies also rolling out video and digital content that follows babies and toddlers through different stages of food exploration.
