ELLA’S KITCHEN - V4V (VEG FOR VICTORY)
2016

Ella’s Kitchen launched the Veg for Victory campaign to champion vegetable-first weaning, encouraging parents to introduce veg as their baby's first foods. Inspired by the wartime "Dig for Victory" movement, the campaign combined bold visuals, playful storytelling, and expert-backed research to make healthy eating habits stick from the start.

As Designer and Illustrator, I played a key role in shaping the campaign’s creative direction—designing wartime-inspired posters, digital assets, and branding elements that brought "Sir Weanston Churchill" and his rallying cry to life. The campaign gained traction across social media, industry discussions, and even influenced updates to NHS weaning guidelines, reinforcing Ella’s Kitchen’s commitment to better childhood nutrition.