You Go, Baby! | Adweek You Go, Baby! | Adweek
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You Go, Baby!

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Yo Baby, Stonyfield Farm's newly launched, baby-specific, whole-milk yogurt, is looking to grow not only with the stroller set, but also with adults.
The Londonderry, N.H., yogurt maker, which spent $804,000 on media from January through September 1999, broke a new test ad, by agency-of-record Lynch Jarvis Jones, Minneapolis, in recent Parents and Healthy Kids magazines. It shows a baby sloppily eating the yogurt, with the copy, "Introducing the most wholesome baby food she'll ever wear." New York brand consultancy The Sterling Group designed the packaging on the cups.
Parents who feed Yo Baby to their kids are discovering the joys of whole-milk yogurt, said M.J. Viederman, a client representative.
"We live in a fat-obsessed culture and people have been deprived," she declared. Added Janice Pedley, Sterling design director: "The combination of soft earth tones and natural fruit illustrations instantly communicates whole-someness, while the photographs tap into the nurturing instincts of parents."
--Kathleen Sampey