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Organix and Heart Partner for New Pop-Up Station Designed for Toddlers' Tastes


'Toddler Trax' campaign was developed by Global in partnership with VCCP Media

Organix and Heart Partner for New Pop-Up Station Designed for Toddlers' Tastes

UK radio brand Heart and baby finger foods and toddler snacks brand Organix have today announced the launch of a new pop up station from 11th May, specifically designed for little ones. 

Both brands recognise that toddlers’ tastes are different to that of adults - be it food or music. As such, together they have launched ‘Heart’s Toddler Trax with Organix’ - to bring homes across the country ‘feel good’ tracks ‘re-imagined’ for the musical tastes of toddlers. 

Featuring hits from Heart favourites including Ed Sheeran and Taylor Swift, the pop-up station will be available for seven weeks exclusively on Global Player and will be supported by activity across the Heart Network; including editorial support, promotional activity, digital, social and DAX, Global’s digital advertising exchange. 

You can listen to the station here.

The idea for the campaign was developed by Global in partnership with VCCP Media and Organix. VCCP Media identified radio as one of the best mediums to help Organix reach the target audience of house-bound toddlers and their families. 

The launch of Heart’s Toddler Trax with Organix forms part of a wider campaign by the leading food brand to support parents through unsettling times and beyond. Organix has already launched an online social campaign, inviting parents to create their own ‘WonderDen’ at home, by using fun and engaging activities featured on their website: Organix WonderDen.Toddler Trax will be also supported as part of a music themed week using influencers to promote and encourage parents to tune in.

Leanna Rice, marketing manager at Organix, said: “We are thrilled to be part of Heart’s Toddler Trax. Making delicious foods specifically created for babies and toddler tastes is what we do best. Our food is always organic with nothing unnecessary added, it’s our ‘No Junk Promise’ which appears on every pack as a stamp of reassurance to parents. Whilst many parents are stuck at home during the current crisis, Organix want to be a brand that is there for parents. A brand that can be relied on and be trusted to not only nourish their little ones’ but also be a little piece of inspiration that can make life easier.”

Stuart Mays, director of commercial strategy, global added: “We are excited to bring this refreshing new concept to homes across the nation. Being given the opportunity to work in partnership with VCCP and Organix to investigate how a toddler’s taste in music differs to that of adults was really interesting. Heart’s Toddler Trax with Organix will be full of the tracks we all know and love but constructed in a completely different way that will have toddlers and parents turning up the feel good at home.”

Simon Jenkins, joint chief strategy officer, VCCP Media commented on their involvement: “We're delighted and very proud that Organix have invested in such a brave and innovative activation - especially as so many families are locked down at home, due to Covid-19. Toddler Trax was born from a simple product truth; that Organix is specially created with little ones tastes in mind - a spark that led to a truly unique and entertaining media first idea with our partners at Global.”

Heart’s Toddler Trax with Organix will be available from 11th May 2020 for seven weeks. Listeners will be able to access the pop-up station through Global Player, which is available on IOS and Android.

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Categories: Baby, Food

VCCP, Mon, 11 May 2020 14:54:58 GMT