Kendamil UK

Stepping in to an established UK brand to deliver creative social ads that perform

About the Brand

Kendamil (Kendal Nutricare) are one of the UK's leading brands in the baby formula and child nutrition space. Lovingly delivered from their home in the Lake District, Kendamil pride themselves on being a British-owned, family brand, making baby formula for over 60 years.

The Approach

Kendamil have a small in-house creative team whose responsibility it is to cover the brands UK, Mexico, and Canada regions. As they go through a significant period of growth, they needed additional support from an experienced freelancer who could jump in to their established brand and deliver on paid social creative briefs that had been untouched for months.

Although speed was a priority - the brand were keen to update their paid social library of dated ad creatives - ensuring these ads met strict regulations was also a huge consideration. When advertising products for infants, there are naturally stringent rules that need to be followed and careful considerations about the claims being made. For example, Kendamil are unable to advertise any products that are labelled as "for infants" and cannot include babies who look younger than 6-months old in their advertising. This meant extra care and attention had to be paid to the product renders being used, the stock imagery sourced, and the underpinning messaging used in the creative to ensure we weren't crossing any lines.

Working closely with Hannah, their Senior Growth Executive, I took briefs for the UK, Mexico, and Canada, to create a suite of unique, on-brand social ad sets to go out across these regions. Using a mix of UGC and stock content, I took a playful and experimental approach to the designs, ensuring messaging was front and centre of all ad set variations to give the in-house team enough measurable difference to test.

A really fun challenge with these briefs was working with the French Canadian and Spanish languages. Often resulting in longer sentences and more detailed, region-specific disclaimers, the requirement for bilingual designs pushed me to think about layout and hierarchy specifically, ensuring copy was seamless to read and sentence breaks made sense whilst maintaining a visual consistency to the English language creatives.

The Result

Over our continued time working together, I've consistently and reliably produced creative ad sets for multiple regions that champion Kendamil as a proud, family-owned, British-farm business, cementing their competitive position as a leading supplier of baby formula and child nutrition.

Having been under pressure to deliver and refresh their dated suite of assets, Kendamil's internal team are feeling the benefits of continued external support, now being able to execute on briefs which previously stood untouched for months and continuing to brief new campaigns monthly.