Weleda is kicking of its 2021 centenary celebrations with a £1m Weleda Baby campaign that includes its first ever television advertising.

The ad was shot in Weleda’s own golden calendula fields at the brand’s biodynamic herb gardens, using two real families as the models to remain as authentic as possible.

The ad will air on primetime TV across the ITV Meridian and Southern regions between 18th January – 14th February, reaching 4 million viewers with each broadcast. It will also run concurrently across digital and social media platforms until September, to communicate the benefits of natural baby care and Weleda’s trusted reputation and quality to all new and expectant parents.

Weleda is also teaming up with Emma’s Diary and Mother & Baby’s digital platform to deliver a 9-month campaign to reach over 8 million parents through display advertising, social media targeting, dedicated emails and advertorial content, complimented by Weleda’s own digital campaign to seed the advert across all social media platforms.

An extensive sampling campaign in collaboration with Emma’s Diary, reaching 100,000 mums-to-be, will introduce the range to expectant families around the UK, while printed advertising in midwifery journals and consumer magazines will further drive brand awareness.

Weleda is also collaborating with midwife education resource All4Maternity to raise awareness of the Weleda baby range. Following a recent survey among midwives, Weleda Baby now bears the accreditation ‘Recommended by midwives’, which will be communicated throughout the digital, print and TV campaign. 

Helen Yeardsley, Weleda head of brand, says: “This is an unprecedented investment for Weleda, which reflects the growing consumer demand for gentle, sustainable skincare, and the fact that pregnancy is a key entry point for consumers switching to natural and organic products. Our award-winning Weleda Baby range, made with our own biodynamic calendula, is one of our most popular ranges - contributing 25% of our UK business. So it is very fitting that we showcase its natural, healing ingredients to kick-start our Centenary celebrations.”