Case Study: The Skin Deep x Little Spoon

The Challenge

Little Spoon, the baby and kids food brand known for transparency and integrity in their ingredients wanted to take that same honesty into their storytelling and create something fun, relatable and real. 

Parenting is… a lot. The love, the chaos, the exhaustion, the frustration, the laughter, sometimes all within the same five minutes. It is fertile ground for exploring deeper themes that we can all relate too.

We loved the idea, and the Little Spoon team gave us some great questions to start with:

What does {THE AND} look like when we centre the experience of young children and give them a chance to be honest with their parents?

How do we show what family life actually feels like, not the glossy, sanitised version, but the messy, beautiful, everyday truth?

The Campaign

Together we aligned on a shared goal to create a campaign that celebrated the real ingredients of family connection: honesty, care, patience, joy, and (of course) love.

We decided to do 2 things:

1. Create a unique, compelling content series that elevated both brands.
2. Give Little Spoon customers the opportunity to experience the same conversations at home. 

First we created the space for kids and parental figures from the Little Spoon community to experience {THE AND}. As always, no scripts, no fancy setups, no “say this line for the camera.” Just genuine conversations between real people.

The resulting series was full of heartwarming moments of connection, spontaneous hugs, tears and laughter. 

We also wanted to turn mealtimes into moments of real connection for busy families. Alongside the content series we created a special limited edition mini pack of cards, distributed to the Little Spoon community via their meal box delivery. 

How did it go?

The series launched on Mother’s Day and ran through to September with special episodes for both Mothers Day and Fathers Day. We created a campaign trailer, 6 episodes and 19 short highlight clips. 

The love for this series was huge:

🌎 4.5 million views 💬 311,000 engagements

Families across both the Little Spoon and The Skin Deep communities showed up big time! We received a small flood of genuine gratitude, joy and reflections in the comments throughout the campaign. These conversations resonated.

Why did it work so well?

Because it was real. Simple as that.

Underneath all the filtered, curated, scripted ‘moments’ that make up most branded content, what people really crave is honest, vulnerability and something actually real and relatable. The idea is easy to grasp, but for a brand to let go of creative control and (literally) just give kids the mic to see what happens when they open their mouths... that takes some courage.

By leaning into unscripted, heartfelt conversations, Little Spoon took a leap and reminded families that they’re not alone in the ups, downs, and in-betweens of parenting. 

And people responded accordingly, with authenticity. Something that scripted, produced advertising can never achieve. 

It was great fun working with the Little Spoon team and their community of parents, grandparents, uncles and amazingly talented young people.

"Partnering with The Skin Deep was such a natural fit for us. Little Spoon is all about transparency and we value keeping it real—real ingredients, real parenting, real connection—and this collaboration brought that to life in such a powerful way. Our series gave the families in our community a chance to share the honest yet beautiful sides of parenting that often go unseen. We’re so proud of what we made together."

~ Stef Blumer.
Brand Manager, Little Spoon

How else can we apply the power of genuine human connection?

At The Skin Deep we love exploring new ways to apply the unique potential of {THE AND} through partnership with communities and brands.  If you want to create something grounded in real human connection, tapping into the deeper humanity that we all share, get in touch.