@caitlin.bailey
The Problem
Only Organic needed marketing that would accelerate sell-in with key retailers, grow awareness and conversions with Australian mums, and cement leadership in a crowded category.
The team faced shifting behaviours from consumers choosing more home-made and frozen pre-made meals, perceptions packet food, and mum guilt.
They also needed to strengthen trust & transparency around organic credentials, cut through market saturation, and clearly prove that convenient, shelf-stable organic food can match home-made on quality and nutrition.
Action Plan
Mumpower delivered a 12-month growth program built for mums and retailers:
The program was phased to consistently turn insights into action across channels and to incorporate into consumer and retailer conversations.
Results
Only Organic gained market clarity, brand trust and momentum with mums plus powerful assets for retail sell-in and evergreen, digital performance. All ready to go.
What the partnership produced:
136+ real mum reviews published, 4.6★ avg
Now the #1 listing under Best Baby Foods!
Bonus organic social mentions with 34k+ audience size.
2025 ProductReview Category Award Winner delivering credibility mums & retailers recognise.
12 x 1-min mum video reviews
20 influential partnerships with 777k collective audience.
75 content pieces published
90+ still images gifted for brand use
Post-campaign hero advocacy rating score showed strong advocacy uplift and intent to recommend.
Post-campaign Hero Advocacy Rating score showed strong uplift, proving the brand’s message landed and mums were ready to recommend.
Quantitative research mapped the triggers, barriers, brand equity, and buying motivations Only Organic needed to sharpen comms, positioning and next steps.
A compelling mix of award-winning reviews, real-mum video content, and data-backed insights gave the retail team evidence brands need to win shelf space.
The Problem
Only Organic needed marketing that would accelerate sell-in with key retailers, grow awareness and conversions with Australian mums, and cement leadership in a crowded category.
The team faced shifting behaviours from consumers choosing more home-made and frozen pre-made meals, perceptions packet food, and mum guilt.
They also needed to strengthen trust & transparency around organic credentials, cut through market saturation, and clearly prove that convenient, shelf-stable organic food can match home-made on quality and nutrition.
Action Plan
Only Organic turned to Mumpower for a growth program built for mums and retailers including:
Results
Only Organic earned real-mum trust at scale driving clarity, confidence and commercial momentum.
What the partnership produced:
Powerful Social Proof that Drives Sales:
136+ verified mum reviews at 4.6★, positioning Only Organic as the trusted choice.
Now ranked #1 in Best Baby Foods, with bonus organic social mentions with 34k+ audience and a 2025 ProductReview Category Award that mums and retailers instantly recognise.
High-Impact Content Engine for Always-On Marketing:
12 x 1-minute mum video reviews + 20 creator partnerships (777k reach) fuelled a consistent stream of 75 content pieces and 90+ gifted stills for evergreen digital performance and paid media scaling.
Increased Mum Advocacy & Intent to Recommend:
Post-campaign Hero Advocacy Rating score showed strong uplift, proving the brand’s message landed and mums were ready to recommend
Clear Market & Category Intelligence:
Quantitative research mapped the triggers, barriers, brand equity, and buying motivations Only Organic needed to sharpen comms, positioning and next steps.
Strong Foundation for Retail Sell-In:
A compelling mix of award-winning reviews, real-mum video content, and data-backed insights gave the retail team evidence brands need to win shelf space.
“You exceeded deliverables - a very successful campaign.
The market research was invaluable. We've used that internally and when having external conversations with various partners.
We are most proud of the testimonials - that word of mouth piece is crucial. Definitely a worthwhile investment for us. The insights that we've gained very much reinforce the next steps for us and what our areas of focus are on."
Only Organic
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