France: Nestle opens “restaurant for babies”

As part of a new marketing campaign designed to boost the company’s fortunes in the stagnant baby food market, Nestle is to launch a new temporary “restaurant for babies” in an attempt to bring the brand closer to consumers, E-Marketing reports.

The campaign will see 275 babies and their parents – chosen at random from applicants through the Nestle website – invited to a new “restaurant”, dubbed “Le P’tit Resto”, which will be open from March 14^th to 19^th.  The “restaurant” will serve the “My First P’tite Recipe” and “Little Gourmet” product ranges, and will also offer workshops, games, and the opportunity to share recipes and experiences.

In addition to the restaurant concept, Nestle is launching new products such as “Selections” under the Naturnes brand, a line which is claimed to be 100% natural and to contain eco-certified ingredients. The whole campaign will also be backed by new TV advertising, E-Marketing said.

Source: E-Marketing