Event firm RPM has been brought in by baby food brand Cow & Gate for a 2012 campaign.
The brief is to "teach, inspire and reassure new mums" and to point them towards Cow & Gate’s ‘support system’.
The brand also wants to change perceptions towards pre-prepared baby food.
"We want to change perceptions of the baby food industry and show new mums that they have our support, not just through pregnancy, but at every step of the weaning process," said Danone Baby Nutrition senior brand manager Shelly Greenway.
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