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The baby club for a different kind of mum.

Our Role

• Customer experience leads.


We helped evolve the Aptamil from being recommended solely by Health Care Professionals to a direct-to-consumer brand.


Where Cow & Gate mums are all about emotion, Apatmil mums are about organisation and science. Apatamil mums want scientific and nutritional thinking. They are uber organised, very much followers of the Gina Ford approach. This means whilst we had to pull on emotion, the comms have to feature expertise up front. These are mums who want facts.


A highlight of our work was ‘the preparing for birth’ app, which we created and, on launch, stormed the app store charts.

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