Colourful For Aisha Campaign Prompts Parents to be Open for Adventure with Children’s Food

For Aisha, the baby food brand known for its halal offering, has appointed Boldspace to lead creative for an ATL advertising campaign, featuring its full product range across all European markets following a competitive pitch in 2021. The campaign, to go live online, across direct advertising and in key trade spaces, focuses on the positive elements of feeding children food with more interesting flavours – building on For Aisha’s new positioning of 'Explore, Embrace, Taste.'

The series of illustrated visuals created by Boldspace demonstrates the potential of children who are introduced to positive cultural stimuli at an early age. Highlighting the benefits of For Aisha’s offering, the illustrations showcase both pouches and trays for 7+ months children, with recipes like Moroccan Chicken Tagine and Green Bean & Lamb Curry. 

For Aisha is available in Sainsbury’s, ASDA, Morrisons, Ocado and Amazon, and is fast growing with a primary objective to bring unique, inclusive and diverse baby food dishes from around the world.

The account is led by Boldspace co-CEO Nick Ford-Young and strategy director Adam Larter, reporting to For Aisha exec chair Joy Parkinson and commercial director Émelyne Bradley. 

Joy Parkinson, executive chair, For Aisha said: “Boldspace has taken the time to understand our brand and what makes For Aisha special. We are delighted to be able to share this work with the world demonstrating what we see as the vibrancy, the colour and the character of our wonderful range and introducing these exciting flavours to parents and children across the UK and Europe.”

Nick Ford-Young, co-CEO at Boldspace, said: “For us at Boldspace, For Aisha represents the sort of innovative, bold and quality brand we love to work with. We are delighted that our integrated agency model, underpinned by our analytics platform BoldLens, will have the opportunity to drive forwards For Aisha’s mission of introducing better food to parents.”

Boldspace now has more than 30 clients across a wide range of sectors, including the Post Office, Fridays and DODONI.