Apr 3, 2025

Hero Baby Refines Campaign Message Using Target Audience Insights via Sorbunu

Needs

As babies grow into toddlers, their nutritional needs evolve. During this phase, snacks become a vital part of their daily diet. While little ones explore different flavors and new products, parents carefully examine ingredient lists to choose the healthiest options available.

Hero Baby, the leading brand in the complementary food market*, developed Hero Goodies, a clean-label and diverse range of healthy snacks tailored to children's changing nutritional needs. While the global messaging for the Goodies brand is Say Yes to Snacks, Hero Baby adopted a more localized and emotionally resonant message in Turkey: “Mom Said It’s Okay!” To ensure this slogan resonated with the target audience, Hero Baby aimed to understand how consumers perceived this message, how the benefits of the brand were received, and how well the message fostered trust.

*Nielsen MAT’25

Solution

Hero Baby collaborated with Sorbunu to run surveys targeting mothers of children aged 1 to 6 years residing in Istanbul, Izmir, and Ankara. This hyper-targeted outreach allowed the brand to collect insights directly from key decision-makers — the parents themselves.

Results

Thanks to Sorbunu’s fast and focused survey technology, valuable insights were gathered from 300 participants within just a few hours. The outcome was compelling: the slogan “Mom Said It’s Okay!” was selected by 77.33% of the target audience as the most trustworthy and effective message. With these insights in hand, Hero Baby shaped its campaign around a communication strategy that reflects genuine understanding and trust toward parents.