Cow & Gate has been feeding babies in the UK since the nineteenth century and over the years, has grown to be the number 1 baby feeding brand in the UK.

Despite the growing case for the important role Cow & Gate, the iconic baby-feeding brand, can play at all stages of infant nutrition, the brand still struggled to have a more meaningful conversation and connect with mums.

‘Supergroup’ launches the new position that beyond developmental milestones, what matters most about the early years is the nurturing of little individuals and ultimately ‘Feeding Their Personalities’.

In this brand ad, devoid of product information, a group of toddlers, all at that age when their own little characters first start to emerge, investigate the instruments and equipment in a recording studio. As they each play around and tinker in their own individual, quirky ways, the cacophony of different sounds they are making gradually and magically comes together, with the use of judicious editing, to create a lively rendition of ‘Come on Eileen’ by Dexy’s Midnight Runners.

It’s a living, breathing example of how Cow & Gate ‘Feed their Personalities’.