Nourishing connection

Bubs

Strategy

Campaign

Packaging

fuel

Bubs Australia is a trusted home grown product. Founded by a mum in her kitchen, Bubs has grown into a leading provider of nutrition-focused support for your baby’s first steps in life.

Bubs required a global positioning true to the product and to the lives of parents everywhere.

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No matter where they are in the world, parents want their children to be happy and healthy.

But we all know parenting can be the hardest job of all. Children can bring out the best and the worst in all of us.

It was the understanding of the universal want for their children to be happy and healthy, together with empathising with the cold hard realities that parents’ face in bringing their children, that led us to our brand platform ‘nourishing connection.’

We recognised that Bub’s trusted and pure nutrition creates opportunities for bubs to settle, and for parents to feel confident that their little ones are getting what their growing bodies and brains need.

This peace of mind makes space and time for parents and families to connect together in moments big and small.

Year

2024

Client

Bubs

Services

Strategy

Campaign

Packaging

further

We developed a brand platform and global positioning that was both flexible and scalable — designed to resonate across diverse markets while staying true to Bubs’ essence of optimism.

Grounded in a universal human truth and the brand’s commitment to pure, trusted nutrition, the platform was brought to life through integrated advertising, communications, digital, social, and retail touchpoints.

A globally relevant idea with the local sensitivity to connect with parents everywhere.

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Starting with empathy for the lives of parents, we capture moments of connection and deep understanding.

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"They helped us build a brand that works globally and adapts locally to the needs of each market..."

When we started working with Fuel, Bubs had grown organically from our Australian heritage throughout global markets and naturally the brand had started to pull in different directions. Using consumer insights from our key global markets Fuel brought the clarity and creativity we needed to unify our positioning and story to launch Bubs confidently and consistently on the global stage. They helped us build a brand that works globally and adapts locally to the needs of each market, and brought energy, strategic focus, and true brand passion to the table. More than a creative partner, they've been an extension of our team that's genuinely invested in helping Bubs differentiate itself on the world stage.

Julia Baldock

Global Head of Marketing & Innovation

Bubs