Nourishing parenthood: Mead Johnson's award-winning 'First Love Journey' at the Baby Expo

Mead Johnson Nutrition Hong Kong has showcased its outstanding commitment to parents and children since the first day of parenthood with its award-winning campaign, the “First Love Journey”, at the Baby Expo 2022. Recognised in two prestigious categories, including Best Event – Health, Wellness & Fitness and Best Use of Multi-Channel, the campaign brilliantly demonstrated the brand’s pledge “Nourish the Best Start in Life”.

The “First Love Journey” immersive experience

Mead Johnson curated the ‘First Love Journey’ to resonate with the excitement and nervousness of expectant parents, especially moms. This three-minute immersive experience seamlessly weaves a multimedia narrative, showcasing not only the brand's unwavering love and support for parents, but also the company’s leadership in developing science-based paediatric nutrition products.

A highlight of the campaign was the first-ever 3D naked-eye installation at the Hong Kong Convention and Exhibition Centre, which beautifully illustrated Mead Johnson’s science-based paediatric nutrition products. Further, the experience empowered mothers to transform their love for their children into sharable musical melodies, providing a platform to share parenthood experiences, struggles, and emotional stories with a larger community of parents.

Apart from the booth offerings, Mead Johnson also teamed up with medical and retail partners, extending their reach and offering comprehensive information and advice to parents.

The engaged and spirited team was instrumental in enrolling over 12,500 new members to the Mead Johnson parents’ community, effectively delivering the brand’s story, offerings, nourishment advice, and more to many more new parents of Hong Kong.

Science-based paediatric nutrition products

Mead Johnson's mission has always been to nourish the world's children for the better start in life. Committed to developing safe, high-quality and innovative paediatric nutrition products backed by keen scientific research and evidence, the brand has consistently raised the bar for childhood nourishment. A testament to Mead Johnson's efforts is the highly regarded and popular Enfa A+ upgraded formula containing DHA, ARA, and additional HMO, a nutritional ingredient recognised by top global researchers in recent years.

Beyond high-quality products

In addition to the products, the brand actively engages with parents and healthcare professionals to alleviate baby care parenting concerns and drive innovation in infant and child nutrition. Yet another award-winning initiative from Mead Johnson, Club MOMs, stands tall as Hong Kong's first 24x7 brand-driven WhatsApp community for mothers. The platform allows the brand, its partners and healthcare professionals to share timely information with members, covering a wide range of topics from pre-natal care and nutrition tips to post-natal self-care and fitness advice.

This initiative builds affinity for Mead Johnson among young parents of the city and brings parents into the fold of a large community with shared needs, experiences and vulnerabilities.

As a leading infant and child formula company, Mead Johnson acknowledges its responsibility towards a more sustainable future for Hong Kong’s future generations. To this end, the company pioneered the city's first territory-wide infant formula can recycling programme, partnering with parents to create a cleaner, more sustainable environment and nurturing extended communities with shared goals. 

Mead Johnson’s success at Baby Expo and the company’s ongoing range of initiatives reflect the brand’s commitment to its customers and employees. The brand will continue to champion its values, providing the best to its customers and marketplaces, nurturing communities, and protecting the environment at a time when the world needs it the most.

This article is sponsored by Mead Johnson.