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Infant Nutrition Brand Enfamil Launches a Premature Super Bowl Campaign


As the playoffs get underway, the brand’s 'Early Kickoff' campaign from McCann and MRM features stories from NICU babies who were due the day of the Big Game

Infant Nutrition Brand Enfamil Launches a Premature Super Bowl Campaign

A month before the big game, Enfamil, a leading nutrition brand at Reckitt, is kicking off a digital advertising campaign to raise awareness of premature birth and inspire hope for parents. Launching earlier than other ad spots of its kind, Enfamil’s campaign features preemie babies and parents, including pro football offensive tackle, Mekhi Becton, who was born 5 weeks early and grew up to be 6’7” and 350 pounds.

Ten percent of births in the U.S. are premature – where families may spend their first days or weeks in Neonatal Intensive Care Units (NICUs), which can turn an exciting moment for parents into an uncertain one. That’s why Enfamil works directly with NICUs around the country to provide support and help them thrive. Each year, Enfamil contributes millions of dollars and employees volunteer countless hours across multiple partners to help support premature birth programs and provides financial and informational support to parents after their baby leaves the NICU.  

Enfamil encourages families to share stories of their experience with prematurity using #EnfamilEarlyKickoff and tagging @Enfamil. 

To learn more about Enfamil’s commitment to premature babies and NICUs, visit and follow @Enfamil on Instagram, Twitter and Facebook. 

Amardeep Khalon, GM Marketing Nutrition, says: “I am really excited by the launch of the New Enfamil “Early Kick-off” campaign. Our objective is to drive creative brilliance, bring to life, and amplify the brand purpose for Enfamil. We passionately believe that babies are the most important people in the world and that we play a critical role in helping them thrive through world class nutrition to help them fuel their wonder. We wanted to bring attention to the over 380,000 premature babies born in the US every year and the unique care and nutrition that they need. Even though nothing is better for babies than breastfeeding, unfortunately, not every baby can be breastfed. In those critical first few weeks, Enfamil is there for them in Neonatal Intensive Care Units with everything premature babies need to get the best start in life. Through the Early Kick-off campaign, we have creatively brought attention to the issues facing premature babies and how with the right care and nutrition they can thrive through the 1st ever premature Superbowl commercial.” 

Ronald Ng, global chief creative officer MRM comments: “Having a baby is a beautiful experience, but it can sometimes be challenging. When your baby is a preemie, that makes it a hundred times harder,” said Ronald Ng, Global Chief Creative Officer of MRM. “Early Kickoff is natural marketing expression of Enfamil’s longstanding commitment to and support of preemies living their fullest lives.”


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MRM, Fri, 21 Jan 2022 10:07:00 GMT