UK-based dairy products company Cow & Gate advertises its follow-on milk in a new spot, sharing its belief that “little ones are happiest developing at their own pace – free to crawl, toddle and bumshuffle however nature intended”.
The 30-second spot, title “Free at heart,” opens with a toddler with blonde curly hair standing up in the middle of a field and roaring like a lion. “We believe little ones are happiest developing at their own pace,” the voiceover says as more toddlers are seen playing in the grass and exploring the surroundings. The ad informs that Cow & Gate follow-on milk, which is “inspired by nature” and the company’s “knowlegde of breast milk”, contains key nutrients like iron, vitamin D and calcium, “tailored to your baby’s development stage”.
At the end of the advert, which also specifies that “Breastfeeding is best” and “Follow-on milk should only be used as part of a mixed diet from 6 months,” the voiceover adds the tagline “Cow & Gate Follow-on Milk – Nourish their happiness”.
The soundtrack music is Matt Monro’s version of the popular song “Born Free” written for the 1966 film of the same name.
Owned by Netherlands-based Numico, Cow & Gate survives as a specialist baby food brand. Its 200ml Follow-on Milk for 6-12 months has won a Product of the Year award in the Formula Milk Category, after a survey of 10,637 people conducted by Kantas TNS. The range of milks also includes First Infant Milk and First Infant Milk for Hungrier Babies from birth, Growing Up Milk for 1-2 years and Growing Up Milk for 2-3 years.