Feeding Curiosity: Launching a World-First in Infant Nutrition
In such a saturated category, it takes something noteworthy to stand out. Haven - New Zealand’s premium baby nutrition company - did just that with the launch of Haven Oat Toddler Drink, the world’s first 100% plant-based oat toddler drink.
Common Ground PR was engaged to lead the brand’s first major PR push, supporting the launch with a campaign that balanced scientific credibility with a warm and reassuring tone.
We wanted to introduce a category-defining product, build brand awareness and share Haven’s mission as a trustworthy innovator in the world of infant nutrition.
Results: Designed to Resonate
We anchored the campaign in clarity and credibility. Working closely with Haven’s founder Kara Fleming, we highlighted her expert knowledge with real-life parenting context - ensuring the product’s benefits and purpose landed clearly. We supported the launch with a mix of tailored media pitches and founder-led storytelling.
The campaign delivered widespread reach and relevance:
15+ media pieces across business, food tech, parenting and health titles
$70K+ in ad value and 1.5M+ earned media reach with consistent brand messaging throughout
Coverage highlights included RNZ Nine to Noon, Kia Ora, NutraIngredients Asia, NBR and FoodBev Magazine
Haven Oat Toddler Drink is a thoughtful, evidence-based alternative for modern parents, and we helped drive awareness around this to support Haven’s place at the forefront of innovation in the baby space.
