Baby and toddler food brand Kiddylicious has created a new version of its popular online game, Wafer Wipeout, with new graphics, ingredients and prizes. The Candy Crush-style game was originally launched last year to raise awareness of the brand’s range of Wafer products amongst parents of young babies.

Wafer Wipeout challenges players to smash through rows and columns of Wafer packs and ingredients. For a period following the launch of the updated app, those who manage to hit the magic number of 1,000 points in 60 seconds could enter their details for the chance to win a range of prizes, including high chairs, plate sets and weaning kits.

Kiddylicious Wafers are designed to be the ideal first solid food for babies. Each Wafer is the perfect size for little hands to hold, and are crumb-free, which makes them a great weaning snack for little ones. They come in four flavours – strawberry, blueberry, carrot and banana – and contain no allergens, added preservatives or artificial colours.

The agency behind the campaign is Bath-based Ready, specialists in promotional and tactical campaigns for consumer brands.

Ready’s creative director Jake Xu says: “We had brilliant feedback from parents on the original Wafer Wipeout game. So it seemed only natural to give it a makeover and offer a fresh range of great prizes to be won. With several new parents in the Ready office, we know first-hand how great Wafers are during the weaning stage. On that front, we are also working with Kiddylicious on a range of informative content to support parents during the weaning stage. So we’re excited to reveal this very soon.”

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Piccolo Foods is launching a charity campaign, One for One, which aims to distribute at least 100,000 of its range of pouched organic fruit and veg purées to families in need.

During October, the food company has linked up with some of Britain’s top food banks, such as Trussell Trust, and children’s charities and aims to give away 100,000 pouches to children under five via a series of grassroots events, social campaigns, in-store outreach and PR activity.

Piccolo’s One for One campaign will run from October until the end of the year. For every pouch bought throughout October, the company will donate an additional one to a food bank (such as Trussell Trust) or children’s charity (such as the Sick Children’s Trust).

The charity link is being promoted in-store with on shelf banners, banner adverts and in store magazine activity and via digital marketing (banner ads across selected sites) and PR activity (including regional events for bloggers).

Cat Gazzoli, Founder of Piccolo, says: “At Piccolo we have always been passionate about giving back, and that’s why we’re so proud to be launching our One for One campaign.  Feeding babies can be stressful at the best of times, which is why we are determined to support those who really do need our help by donating a Piccolo pouch for every pouch bought.  We think the work done by these charities is invaluable, so we want to support them however we can.”

Samantha Stapley, Operations Manager for England at The Trussell Trust, says, “Our mission is to bring communities together to end hunger in the UK for everyone no matter their age, and so we’re delighted to be working with Piccolo on their One for One campaign.  We know that there are currently thousands of parents struggling to feed hungry babies across the UK right now, and so the One for One campaign will enable us to really help get nutritious meals in to the hands of those little ones who need it most at a crucial time in their development when otherwise they might have gone hungry.”

The new One for One campaign is part of Piccolo’s charity support programme.  The company is already committed to giving 10% of its profits to charity, and the One for One campaign is the largest standalone charitable project Piccolo has embarked on and the first of its kind in the supermarket world.

Piccolo pouches are sold in Morrisons, Asda, Waitrose and Boots, health food retailers and independent shops across the UK.

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